ANDBOOK 
RCH  ADVERTISlNCi 


IS    H.  CASE 


iK!lllf!ltll(l!;|il;fli'MiiM  ,i;"i:::;.!:.^r 


iiH! 


Ili 


ipijiPli::. 


Fn-i|;!V'- 


I   OCT  27  1921 


BV  653  .C3  1921 
Case,  Francis  Higbee,  1896- 
Handbook  of  church 
advertising 


A 


rv 


; 


W^t  atJingbon   Beligioufij  Cbucation  arexts; 
Babib  <^.  Bolonep,  (General  €bitor 

CHRISTIAN  CITIZENSHIP  SERIES  NORMAN  E.  RICHARDSON.  Editor 


HANDBOOK   OF 
CHURCH   ADVERTISING 


BY  y 

FRANCIS  H.  CASE 


THE  ABINGDON  PRESS 

NEW  YORK  CINCINNATI 


Copyright,  1921,   by 
FRANCIS  H.  CASE 


CONTENTS 

PAGE 

Editor's  Introduction 7 

Author's  Preface 9 

I.  Why  Advertise  the  Church? 13 

"The  capital  crime  against  the  gospel  is  to  hide  it" 
— The  inherent  value  of  the  church — A  definition  of 
church  advertising — Truth  in  advertising — Early  reli- 
gious publicity — Motives  in  church  advertising — Per- 
manency of  form — Stimulating  productivity — Winning 
the  unchurched — The  motive  of  economy — The  obli- 
gation to  advertise. 

II.   Some  General  Principles  of  Advertising  Applied 

TO  Church  Advertising 23 

Attention,  interest,  conviction,  action — Selling  an 
idea — Meeting  competitive  attractions — Elements  that 
focus  attention — Life  as  an  object  of  human  interest — 
Exaggeration  a  boomerang — Line  upon  line — Obeying 
the  impulse — Symbolism,  a  shorthand  of  ideas — Test 
questions. 

III.  Who  Shall  Have  Charge  of  the  Church's  Adver- 
tising?        41 

Means  commensurate  with  the  end — Does  a  minister 
know  how  to  advertise? — Lack  of  time  as  an  excuse 
for  neglecting  advertising — Actual  work  by  a  com- 
mittee— Its  value  to  the  church — The  newspaper  ex- 
pert— asset  or  liability? — The  business  manager  as 
advertiser. 

IV    What  to  Advertise 49 

Features  of  the  church  and  its  work  that  should  be 
advertised — Press-agenting  the  preacher — Strength  and 
weakness  in  the  sermon  topic — The  emphasis  upon  the 
whole  program — Educating  the  membership — Arousing 
the  indifferent — The  mood  of  the  mihtant  church — 
Advertising  results  rather  than  contemplated  projects 
— Christian  modesty  in  the  use  of  publicity — Learning 
from  others. 


4  CONTENTS 

PAGE 

V.   Channels  of  Publicity 65 

The  advertising  power  and  function  of  the  pulpit — 
Using  the  spoken  word — "Minute  Men" — Direct  ad- 
vertising— The  letter — How  to  write  it — One- cent 
postage  or  two? — The  Bulletin — Extravagant  make-up 
— Second-class  privileges — Display  advertising  to  reach 
the  unchurched — Paper  appeals — Bulletin  boards — 
Newspaper  advertisements — Prostitution  of  the  press — 
Centenary  publicity — The  local  editor  and  the  pastor 
— Motion  pictures — Truth  in  action — The  universal 
language — Parables  of  the  Master. 

VI.   Making  Type  Talk 87 

Killing  good  copy — Improving  bad — Some  sample 
set-ups — Half-tones  and  etchings — Type  as  expression 
of  character — What  makes  for  legibility — All  emphasis 
is  no  emphasis — Ideas  rather  than  words — Table  of 
type  fonts  and  space  requirements. 

VII.   Adaptation  to  Local  Conditions loi 

Discovering  the  constituency — Skill  in  taking  aim 
as  a  prerequisite  for  good  marksmanship — The  search- 
light on  one's  own  church — Identifying  competitors' 
methods  of  attack — Locating  origins — Dealing  the 
final  blow — Completing  the  task — Being  Roman  in 
Rome — The  challenge  of  the  community — Civic  pride. 

VIII.   The  Seasonal  Approach 119 

Making  hay  while  the  sun  shines — How  one  church 
plans  its  work — Holy  days  and  holidays — Capitalizing 
the  currents  of  community  consciousness — The  ecclesi- 
astical year — Religious  values  in  Thrift  Week  and 
other  established  institutions. 

IX.   National  Advertising  and  the  Church 131 

Responsibility  for  means  by  those  who  fix  a  goal — 
Appeal  of  a  national  institution — Limits  of  national 
advertising — Team  work — Unity  of  action — Command 
of  resources — Adaptability  to  the  wares  of  the  church 
— A  universal  market — No  conflict  between  local  units 
— Furnishing  direction  for  a  campaign — Expert  counsel 
— Supplying  the  materials. 


CONTENTS  5 

PAGE 

X.   The  Budget:  How  to  Obtain  Funds 147 

Making  advertising  pay  for  itself — The  blessing  of 
mounting  costs — Desirability  of  direct  returns — An 
interchurch  budget — How  to  start  advertising — 
— Putting  the  cost  in  the  budget. 

XL   How  Advertising  Builds  the  Church 161 

The  boomerang  of  insincere  advertising — "We  must 
make  good" — The  folly  of  spasmodic  endeavor — When 
a  well-known  church  speaks — Increasing  financial  re- 
sources— Multiplying  the  points  of  personal  and  com- 
munity contact — Church  membership — Community 
interest  and  service. 

Xn.   The  Goal  of  Church  Advertising 175 

Identity  of  purposes — Advertising  an  aid,  not  a 
substitute — Means  never  greater  than  the  end — Join- 
ing power  and  instrument — The  strategic  position  of 
the  church — In  the  coimtry — In  the  city — Sharpened 
competition — The  answer  of  the  church — The  rebirth 
of  zeal. 


EDITOR'S  INTRODUCTION 

The  science  of  advertising,  applied  to  the  problems 
of  church  publicity,  is  not  only  a  legitimate  and  fasci- 
nating subject;  it  has  come  to  be  a  practical  necessity. 
The  task  of  bringing  the  work  of  the  church  to  the 
attention  of  all  the  people  of  the  community  is  an 
Cosential  factor  in  the  success  of  the  church.  Other 
and  competing  institutions  have  been  quick  to  take 
advantage  of  the  technique  of  advertising  as  perfected 
by  experts.  Such  institutions  are  getting  the  crowds. 
Their  increased  patronage  is  due  not  to  superior  service 
always,  but  to  shrewd  adoptions  of  the  principles  and 
methods  of  advertising. 

The  purpose  of  the  author  has  been  the  preparation 
of  a  handbook  which  will  be  of  greatest  service  to  the 
busy  pastor  or  committeeman  who  is  facing  imme- 
diate and  practical  problems.  Many  principles  and 
practical  suggestions  included  in  the  treatise  have  been 
wrought  out  in  the  experiences  of  successful  religious 
publicists.  Whenever  practicable  the  original  phrasing 
has  been  preserved,  for  it  reflects  the  personal  attitude 
as  well  as  the  thoughts  of  those  who  have  felt  strongly 
about  this  matter.  The  backlying  principles  of  soci- 
ology, psychology,  and  scientific  management  have  been 
kept  in  the  background.  The  chief  concern  has  been 
with  their  application  to  the  particular  problems  of 
placing  the  church  effectively  before  its  entire  and 
rightful  constituency. 

This  volume  has  a  distinct  place  as  one  of  the  Abing- 
don Religious  Education  Texts.  Church  publicity  is 
essentially   an  educative   project.     There   are   certain 

7 


8  EDITOR'S  INTRODUCTION 

well-defined  educational  principles  that  need  to  be 
followed  in  creating  a  favorable  public  opinion  toward 
the  church.  This  work  might  well  be  used  as  the  basis 
of  study  in  a  community  training  school  or  in  any 
other  place  where  the  vital  interests  of  religious  educa- 
tion are  being  considered  in  a  series  of  study  periods. 
To  know  the  educative  process  as  applied  in  this  par- 
ticular field  is  an  essential  qualification  of  the  director 
of  religious  education.  He  will  find  this  volume  in- 
dispensable. 

Norman  E.  Richardson. 
Northwestern  University. 


AUTHOR'S  PREFACE 

The  Associated  Advertising  Clubs  of  the  World 
chose  well  when  they  selected  for  their  motto  the  word 
^'Truth."  Dishonesty  in  advertising  is  suicidal.  But 
''truth"  also  is  a  freedom-giving  idea  of  which  the 
church  has  been  and  is  the  special  custodian  and  pub- 
lisher. What  more  natural,  then,  than  that  these 
advertisers  should  desire  to  see  the  power  of  adver- 
tising applied  to  the  work  of  the  church? 

In  1916,  at  the  Philadelphia  convention,  the  Church 
Department  of  the  Associated  Advertising  Clubs  was 
organized  under  the  direction  of  Dr.  Christian  F. 
Reisner.  At  that  time  the  parables  of  Jesus  and  the 
epistles  of  Paul  were  not  commonly  thought  of  as 
ancient  appHcations  of  the  principles  employed  to-day 
in  picture  presentation  and  printed  publicity.  Yet  the 
pioneers  in  modern  church  advertising  preached  their 
convictions  with  such  apostolic  fervor  that  church 
leaders  are  now  asking,  not  'Ts  it  possible?"  but  ''How 
can  it  be  done?" 

At  the  Indianapolis  convention  in  1920  it  was  pro- 
posed that  the  addresses  given  in  the  Church  Depart- 
mental be  preserved  and  made  the  basis  of  a  hand- 
book for  the  nonprofessional  church  advertiser.  Most 
of  the  speakers  furnished  copies  of  their  manuscripts 
for  this  purpose  and  from  them  this  book  was  largely 
produced.  The  experience  and  knowledge  of  these 
specialists  is  the  best  guarantee  that  the  suggestions 
herein  contained  have  merit.     The  combined  counsel 


lo  AUTHOR'S  PREFACE 

of  these  men  means  values  that  could  not  be  had  in  a 
book  written  by  one  individual. 

The  subject  is  one  that  will  lend  itself  easily  to  the 
classroom  method.  For  instance,  Chapter  II  affords 
large  opportunity  for  practice  in  preparing  advertising 
copy  to  illustrate  the  several  principles  outlined.  The 
laboratory  work  which  may  be  done  with  Chapter  V  is 
similarly  limitless.  Planning  of  an  advertising  program, 
an  advertising  budget,  the  organization  of  a  pubHcity 
committee,  the  preparation  of  copy  for  different  ac- 
tivities or  for  the  several  channels  of  publicity — these 
are  all  practical  problems  that  will  suggest  themselves 
in  the  study  of  the  several  chapters. 

To  each  of  the  contributors  the  compiler  wishes  to 
express  his  sincere  appreciation  for  their  complete  co- 
operation. Special  mention  should  be  made  of  the 
untiring  assistance  of  Dr.  Christian  F.  Reisner,  presi- 
dent of  the  Church  Advertising  Department  of  the 
Associated  Advertising  Clubs.  Church  advertisers  will 
be  forever  indebted  to  him  for  blazing  the  trail.  Much 
credit  is  also  due  to  Professor  Norman  E.  Richardson, 
who  originally  conceived  the  plan  of  this  volume,  and 
whose  generous  editorial  supervision  is  responsible  for 
whatever  merits  of  presentation  it  may  have. 

The  church  is  striving  to  usher  in  a  New  Day  and 
take  its  proper  place  therein.  In  sending  out  this  vol- 
ume at  such  a  time,  the  compiler  cannot  but  pray  that 
it  will  be  a  true  servant  of  the  Truth. 

Chicago,  Illinois. 

October,  1920. 

The  list  of  those  whose  Indianapolis  addresses  are 

incorporated  is  as  follows : 

The  Hon.  E.  T.  Meredith,  Secretary  of  Agriculture,  and  editor  of 
"Successful  Farming,"  Des  Moines. 


AUTHOR'S  PREFACE  n 

Wm.  H.  Rankin,  president  W.  H.  Rankin  Co.,  Chicago,  with  branches 
in  a  number  of  cities. 

Merle  Sidener,  Indianapolis,  chairman  of  the  committee  which 
searches  out  and  prosecutes  dishonest  advertisers. 

The  Rev.  P.  A.  Heckman,  pastor  Catholic  Church,  Waco,  Texas. 

Lupton  A.  Wilkinson,  advertising  manager.  Baptist  Forward  Move- 
ment. 

The  Rev.  Chas.  A.  Alden,  D.D.,  pastor  First  Universalist  Church, 
Columbus,  Ohio. 

The  Rev.  Carl  D.  Case,  D.D.,  pastor  Oak  Park  Baptist  Church, 
Chicago,  who  recently  raised  $500,000  for  a  new  church  by  adver- 
tising methods. 

The  Rev.  W.  R.  Warren,  D.D.,  editor  The  World  Call  (Christian 
Church),  IndianapoHs. 

William  C.  Freeman.  The  most  widely  known  writer  of  advertising 
copy  in  America. 

Herbert  H.  Smith,  manager  of  pubUcity  for  the  Presbyterian  Church 
in  America. 

T.  H.  McGrew,  superintendent  of  United  Typothetae  of  America 
School  of  Printing,  which  is  supported  by  all  printers  in  America, 
Indianapolis. 

The  Rev.  Horace  Westwood,  D.D.,  pastor  First  Unitarian  Church, 
Toledo,  Ohio. 

The  Rev.  Roy  L.  Smith,  D.D.,  pastor  Simpson  Methodist  Episcopal 
Church,  Minneapolis. 

K.  H.  Fulton,  president  of  Poster  Advertising  Company,  O.  J.  Gude 
Company,  of  all  the  bill-board  organizations  in  America,  and  of 
the  two  companies  that  own  the  outdoor  advertising  organizations 
of  New  York. 

Homer  J.  Buckley,  Buckley,  Dement  &  Co.,  Direct  by  Mail  Advertis- 
ing Agents,  Chicago.  A  specialist  in  the  preparation  of  sales- 
letters. 

The  Rev.  C.  C.  Marshall,  D.D.,  director  of  stereopticon.  Motion 
Pictures  Department,  Centenary  Conservation  Committee,  New 
York  city. 

Herman  A.  Groth,  treasurer,  W.  H.  Rankin  Co.,  Chicago. 

C.  S.  Clark,  director  of  advertising,  Interchurch  World  Movement . 
Mr.  Clark  produced  much  of  the  copy  for  the  campaigns  of  the 
Red  Cross  organization. 

Frank  D.  Webb,  advertising  manager  of  the  Baltimore  News,  the 
first  and  most  successful  daily  to  carry  page  advertisements  of 
church  activities. 

Wm.  H.  Johns,  president  George  Batten  Company,  New  York,  and 
chairman  of  the  committee  which  conducted  the  government  ad- 
vertising during  the  war. 

W.  F.  McClure,  publicity  director.  Fort  Dearborn  National  Bank, 
Chicago,  and  chairman  of  the  Advertising  Governing  Board  in 
America. 

The  Rev.  C.  Jefferson  McCombe,  Methodist  Episcopal  Church, 
Benton  Harbor,  Michigan. 

James  W.  Brown,  publisher  of  Editor  and  Publisher,  New  York  city, 


12  AUTHOR'S  PREFACE 

the  weekly  trade  paper  read  by  every  maker  of  newspapers  in 
America. 

James  Schermerhom,  publisher  Detroit  Times,  Detroit.  The  Detroit 
Times  was  the  first  great  daily  to  declare  that  religious  principles 
would  govern  its  selection  of  news  and  sale  of  advertising  space. 

Graham  Patterson,  president  and  publisher.  Christian  Herald,  New 
York  city. 

The  Rev.  S.  W.  McGill,  D.D.,  campaign  manager,  Presbyterian 
Progressive  Program,  Nashville,  Tennessee. 

J.  T.  B.  Smith,  publicity  director  Centenary  Committee  on  Con- 
servation and  Advance,  Chicago. 

E.  A.  Hungerford,  director  of  stewardship  Interchurch  World  Move- 
ment and  International  Committee  of  the  Y.  M.  C.  A.,  New  York 
city. 

The  Rev.  Christian  F.  Reisner,  D.D.,  president  of  the  Church  Ad- 
vertising Department  of  the  Associated  Advertising  Clubs  of  the 
World,  and  author  of  Church  Publicity. 


I 

WHY  ADVERTISE  THE  CHURCH? 

"A  city  set  on  a  hill  .  .  .  ." 

*'The  capital  crime  against  the  gospel  .  .  . 

The  Inherent  Value  of  the  Church 

What  Is  Church  Advertising?    A  definition 
The  basis  of  advertising 
Early  rehgious  publicity 

Motives  in  Church  Advertising 

Putting  the  message  into  permanent  form 
Stimulating  the  church's  productivity 
Winning  the  unchurched 
The  motive  of  economy 

The  Obligation  to  Advertise 


WHY  ADVERTISE  THE  CHURCH? 

"A  city  that  is  set  on  a  hill  cannot  be  hid.  Neither 
do  men  light  a  candle,  and  put  it  under  a  bushel,  but  on 
a  candlestick ;  and  it  giveth  light  unto  all  that  are  in  the 
house.  Let  your  light  so  shine  before  men,  that  they 
may  see  your  good  works,  and  glorify  your  Father  which 
is  in  heaven." — Matt.  5.  14-16. 

"The  very  word  'gospel/  'good  news,'  involves  publi- 
cation, proclamation,  dissemination.  To  hide  it  is  to  de- 
stroy it.  There  can  be  no  light  except  by  shining.  There 
can  be  no  speech  that  is  not  spoken.  There  can  be  no 
gospel  that  is  hidden.  The  capital  crime  against  the  gospel 
is  to  hide  it."^ 

THE  INHERENT  VALUE   OF  THE  CHURCH 

^'The  church  is  the  most  potential  institution  for 
uplift  and  inspiration  in  the  world  to-day."  It  was 
not"  a  preacher  talking.  It  was  Merle  Sidener,  of  the 
Sidener-Van  Riper  Advertising  Agency,  of  Indianapolis. 

And  there  is  nothing  startling  about  that.  It  is  not 
exaggeration.  It  is  plain  statement  of  fact.  Whether 
one  be  an  active  propagandist  for  the  Christian  religion 
or  not,  even  the  most  cursory  examination  of  Christian 
and  non-Christian  lands,  their  past  and  their  present, 
forces  such  a  conclusion  upon  one. 

'We  represent  the  largest  firm  in  the  world.  We 
have  the  best  goods.  We  represent  the  greatest  cause 
for  time  and  eternity."  The  Catholic  priest^  who, 
doubtless,  was  famiHar  with  one  of  the  most  gigantic 
publicity  schemes  in  America,  spoke  for  more  than  his 
ovm  church  when  he  urged  that  the  greatest  firm  sell 
its  goods  by  advertising.     There  is  no  question  about 

1 W.  R.  Warren,  editor  of  The  World  Call,  Indianapolis. 
2  The  Rev.  Fr.  P.  A.  Heckman,  Waco,  Texas. 

15 


i6  HANDBOOK  OF  CHURCH  ADVERTISING 

the  church's  having  what  the  world  needs.  But  can  it 
convince  the  world  of  that  fact?  Can  it  produce  those 
goods  on  a  scale  for  world  consumption?  Can  it  find  or 
create  the  market? 

WHAT  IS  CHURCH  ADVERTISING? 

Advertising  is  demonstration  of  values,  not  inflation. 
That  is  the  principle  behind  the  statement,  "A  satisfied 
customer  is  our  best  advertisement."  The  art  of  ad- 
vertising is  the  art  of  bringing  values  before  people  in 
such  a  fashion  that  they  will  be  stimulated  to  desire 
and  ultimately  to  acquire  them.  As  such  it  is  an  educa- 
tive process.  It  seeks  the  stimulation  of  existing  poten- 
tial wants  so  that  they  become  felt  needs. 

The  basis  of  advertising.— Modern  advertising  is 
built  on  the  word  ''truth."  That  word 
is  the  keyword  of  the  Associated  Ad- 
vertising Clubs  of  the  World.  Fictitious 
and  dishonest  inflation  of  values  is  not 
advertising,  unless  negative  advertising 
be  so  called.  Publicity  permanently  aids 
neither  business  nor  religion  unless  truth  be  told. 

Church  advertising,  in  a  peculiar  sense,  is  the  dis- 
semination of  truth.  It  is  the  creation  or  stimulation 
of  desires  on  the  part  of  people  not  already  connected 
with  the  church  to  belong  to  it,  to  participate  in  its 
activities,  and  to  declare  allegiance  to  the  One  who 
could  say,  'T  am  the  Truth."  It  involves  the  creation 
of  confidence  in  the  church  as  an  institution  capable  of 
meeting  the  demands  placed  upon  it;  in  short,  it  is 
selling  the  church  to  the  community.  It  is  keeping  the 
program  of  the  church,  its  special  features  and  its  mes- 
sage, before  all  people. 

Early  religious  publicity. — It  is  not  strange  that 


WHY  ADVERTISE  THE  CHURCH?         17 

this  method  of  dissemination  should  have  been  early 
alUed  with  the  ''most  potential  upHfting  force  of  the 
world."  "When  printing  was  invented,  the  Almighty- 
intended  that  this  art  should  be  made  use  of  to  promote 
his  glory  and  the  salvation  of  souls.  One  of  the  first 
books  printed  was  the  Bible. "^ 

The  amazing  thing  is  ''the  extent  to  which  the  fathers 
of  Christianity  surpassed  their  age  in  the  field  of  pub- 
Hcity.  If  ever  the  flaming  word  and  its  distribution 
aided  a  great  cause,  it  was  in  the  days  when  the  religion 
of  Christ  was  passing  from  outlawry  to  become  a  world 
institution.  However  much  less  the  inspiration  may  be, 
there  is  a  complete  analogy,  so  far  as  method  is  con- 
cerned, between  the  modern  mission  story,  reaching  the 
rural  congregation  through  plate  service  in  the  small 
papers,  and  those  letters  of  the  early  church  leaders, 
conceived  in  prayers  and  sent  with  peril  to  the  Ephe- 
sians  and  the  Colossians  and  the  Galatians."^ 

The  refrain  in  that  miUtant  hymn,  "O  Zion,  haste, 
thy  mission  high  fulfilHng,"  suggests  the  self-propagating 
spirit  of  the  gospel,  "PubKsh  glad  tidings,  tidings  of 
peace,  redemption  and  release." 

MOTIVES  IN  CHURCH  ADVERTISING 

And  yet  advertising  is  in  no  sense  a  substitute  for 
the  real  work  of  the  church.  The  disfavor  with  which 
it  has  been  viewed  in  certain  quarters  has  been  due  to 
the  false  conception  that  advertising  is  an  end  in  itself. 
It  is  not.  It  is  primarily,  and  sincerely,  a  means  to  an 
end.  The  church  has  something  else  to  do  besides 
putting  on  an  aggressive  program  of  publicity.  It  ad- 
vertises because  of  its  mission.    There  is  a  divine  com- 


3  The  Rev.  Fr.  P.  A.  Heckman.  Waco.  Texas. 

*  Mr.  Lupton  Wilkinson,  publicity  director,  Northern  Baptist  New- World  Move- 
ment. 


i8  HANDBOOK  OF  CHURCH  ADVERTISING 

mission  which  it  is  bound  to  fulfill.  The  sincere  and 
humble  desire  to  serve  makes  it  necessary  for  the  church 
to  bring  itself  and  its  work  before  all  people. 

Putting  the  message  into  permanent  form. — There 
is  a  sense  in  which  talk  is  cheap.  'The  modern  man 
does  not  expect  to  get  information  by  hearing. 
Even  when  he  attends  a  meeting  he  is  apt  to  give  indif- 
ferent attention  to  what  is  said.  He  takes  it  for  granted 
that  if  it  is  worth  while  it  will  be  put  into  type  for  him 
to  read  and  preserve.  It  is  hard  for  us  to  believe  that  a 
thing  is  of  much  importance  until  we  have  seen  it  in 
print."^  It  is  so  easy  to  print  that  thoughts  of  real  mo- 
ment are  expected  to  be  put  into  this  permanent  form. 

Stimulating  the  church's  productivity.— ''It  is 
often  as  hard  to  get  the  membership  of  my  own  church 
enthused  about  the  work  we  are  doing  as  to  interest 
people  outside  the  membership.  To  those  who  are 
really  interested,  a  mere  announcement  is  usually  all 
that  is  needed.  But  to  those  who  are  half-hearted  in 
their  interest  and  irregular  in  their  attendance,  more 
vigorous  methods  are  necessary.  The  reason  for  half- 
interest  and  irregularity  must  be  found  and  measures 
devised  to  meet  the  situation."^ 

Advertising  may  not  only  serve  to  interest  half- 
hearted members  in  the  work  that  is  being  carried  on, 
but  it  will  also  stimulate  them  to  greater  endeavor. 
When  Christ  said,  "If  any  man  will  do  his  will,  he 
shall  know  of  the  doctrine,"  he  was  touching  a  prin- 
ciple that  works  in  all  fields.  Wherever  a  church  ad- 
vertises a  program  of  service  it  becomes  a  point  of 
honor  to  complete  it. 

"Our  church  has  adopted  a  slogan  which  is  at  once 

5  Mr.  Lupton  Wilkinson. 

«The  Rev.  Roy  L.  Smith,  D.D.,  Pastor,  Simpson  Methodist  Episcopal  Church, 
Minneapolis. 


WHY  ADVERTISE  THE  CHURCH?  19 

a  catchword  and  a  challenge.  We  call  ourselves  'The 
House  of  Happiness.'  By  keeping  the  idea  before  the 
people  it  has  acted  as  a  stimulus  to  make  it  a  fact  as  well 
as  a  phrase.  It  has  done  much  to  increase  hospitality 
and  friendliness."^ 

The  failure  of  an  advertised  program  is  particularly 
hard  to  bear.  Fear  of  failure  is  not  a  high  motive,  but 
under  some  circumstances  it  is  legitimate.  Do  not  ad- 
vertise unless  you  really  intend  to  deliver  the  goods. 
On  the  other  hand,  remember  that  pride  and  the  thrill 
of  participation  in  a  real  project  unite  to  achieve  a 
promised  goal.  Enthusiastic  and  loyal  interest  is 
created  by  an  ever-challenging  objective. 

Winning  the  unchurched.— ''At  least  twenty-five 
millions  of  our  citizenship  to-day  rarely  attend  church. 
Great  auditoriums  are  half  filled  Sunday  morning,  and 
scores  of  them  are  not  even  opened  at  night.  Motion  pic- 
tures attract  thousands,  and  then  give  little  moral  food, 
much  less  anything  about  religion.  Many  of  the  remain- 
der of  the  people  spend  Sunday  in  playing  golf,  riding  in 
autos,  loafing  in  parks,  playing  cards,  and  dancing."^ 

The  effectiveness  of  the  church  in  competing  with 
other  interests  for  the  allegiance  of  this  nonchurched 
multitude  is  strikingly  presented  in  the  survey  made 
of  two  days  in  a  typical  city  by  the  Interchurch  World 
Movement.  The  other  agencies  whose  attendance  was 
counted  included  such  institutions  as  the  theater,  dance 
hall,  and  pool  room. 

"The  survey  disclosed  that  the  total  attendance  of 
boys  and  girls  upon  these  other  agencies  on  a  Saturday 
amounted  to  2,780,  while  that  of  adults  reached  7,372, 

'The  Rev,  Roy  L.  Smith,  D.D.,  Pastor,  Simpson  Methodist  Episcopal  Church, 
Minneapolis. 

*The  Rev.  Christian  F.  Reisner,  D.D.,  formerly  pastor  of  Grace  Methodist 
Episcopal  Church,  New  York  City. 


20  HANDBOOK  OF  CHURCH  ADVERTISING 

making  a  total  attendance  of  10,102.  On  the  following 
Sunday  3,436  boys  and  girls  attended  church,  Sunday 
school,  etc.,  and  5,904  adults,  making  the  total  attend- 
ance upon  church  services  9,340.  So  far  as  the  number 
of  children  is  concerned,  this  comparison  seems  not  un- 
favorable. It  should  be  remembered,  however,  that  the 
church  attendance  is  confined  almost  wholly  to  one  day 
of  the  week,  while  attendance  upon  these  other  agencies 


TWO  DAYS  IN  A  TYPICAL  CITY 
Population  51,000 

SATURDAY  FOLLOWING  SUNDAY 

THEATRES,  OANCE  HALLS,  POOL  ROOMS  CHURCHES.  SUNDAY  SCHOOLS.ETC. 


WHAT  OF  THE  OTHER  FIVET 


is  spread  over  the  entire  week,  probably  reaching  its 
maximum,  however,  on  Saturday."^ 

Advertising  must  be  looked  upon  as  a  means  to 
attract  this  unchurched  multitude  to  the  program  of 
the  church.  No  matter  how  great  the  plant,  nor  how 
comprehensive  the  plan  of  service,  nor  how  determined 
the  devotion,  these  will  fail  unless  they  be  presented  so 
as  to  interest  this  group.  If  advertising  has  ''sold" 
these  people  some  other  values,  why  should  it  not  sell 

»B.  S.   Winchester,    "Are  We  in  Earnest  about  Religious  Education?"     The 
Church  School,  April,  1920. 


WHY  ADVERTISE  THE  CHURCH?         21 

the  church  to  them?  Has  the  church  a  program  that  is 
too  small?  Has  it  too  few  selling  points?  Did  the 
Christ  give  to  us  a  commission  impossible  of  successful 
presentation  against  counter  attractions? 

*The  new  program  of  the  church  must  be  advertised 
until  it  is  understood.  Then  it  will  appeal  to  red- 
blooded  folk  by  its  call  to  man's  implanted  love  of 
service.  One  great  denomination  will  not  aid  in  build- 
ing a  church  which  does  not  include  a  community 
plant.  Recreation  rooms,  entertainment  facilities,  edu- 
cation and  industrial  training,  Americanization  programs, 
religious  education — these  are  to  be  carried  on  appro- 
priately in  country,  city,  and  congested  neighborhood. 
Keeping  a  church  open  only  on  Sundays  restricts  the 
appeal  to  the  unchurched  masses.  "^^ 

The  motive  of  economy. — ''The  most  expensive 
thing  about  a  church  is  an  empty  pew,"  for,  as  Dr.  Roy 
Smith  points  out,  *4t  costs  no  more  to  prepare  a  service 
for  a  houseful  than  a  handful."  The  colored  man  who 
refused  an  easy  opportunity  to  earn  a  quarter  with  the 
words,  "No,  sah,  I  don'  need  to  earn  no  quatah;  I^se 
got  a  quatah  in  ma  pocket  now,"^^  has  his  counterpart 
in  those  churches  which  are  content  to  minister  to  less 
than  capacity.  Large-scale  production  in  industry  has 
been  made  possible  by  the  increased  demand  which  adver- 
tising creates.  That  same  agency  stands  ready  to  reduce 
production  costs  and  to  increase  service  for  the  church. 
But  there  is  another  sense  in  which  advertising  means 
economy.  "I  cannot  afford  to  speak  to  such  a  restricted 
audience,"  repHed  a  noted  publicist  when  invited  to 
occupy  a  conspicuous  pulpit.  Through  his  press  work 
he  was  reaching  tens  of  thousands  instead  of  the  few 

10  Dr.  Christian  F.  Reisner. 

"  Mr.  Homer  J.  Buckley,  Buckley,  Dement  &  Co.,  Chicago. 


2  2  HANDBOOK  OF  CHURCH  ADVERTISING 

hundred  who  would  have  been  within  reach  of  his  voice. 
''Talk  is  expensive  and  limited  both  in  its  reach  and 
duration.  Printing  is  cheap  and  unrestricted.  It  can 
be  multiplied  by  the  millions.  If  it  comes  to  you  when 
you  are  busy,  it  will  await  your  leisure.  If  you  fail  to 
understand  it  on  first  reading,  or  forget  it  after  a  day  or 
a  month,  you  can  turn  to  it  again."  ^^ 

THE    OBLIGATION   TO   ADVERTISE 

Here,  then,  we  have  the  church,  the  most  potential 
institution  for  uplift  and  redemption  in  the  world.  Its 
message  is  sorely  needed  by  the  individual.  Its  program, 
unconsciously,  yet  none  the  less  surely,  is  demanded  by 
society.  Its  own  membership  needs  the  stimulus  of  an 
ever-challenging  objective.  Millions  of  unchurched  peo- 
ple must  learn  of  its  program.  And  all  this  must  be 
done  in  spite  of  counter  attractions  which  are  now  ahead 
in  the  game. 

Why  advertise ! — ''If  men  can  weave  dreams  and 
fancies  and  phrases  about  an  automobile  tire  until 
readers  cease  to  visualize  corded  rubber  and  feel  the 
joy  of  swift,  sure  movement,"  certainly  religion  can 
use  for  its  sublime  ends  the  same  powerful  medium. 

"There  are  two  questions  which  I  should  Hke  to  ask 
every  church  leader  in  the  United  States: 

''First:  If  there  were  a  preacher  whose  name  was  as 
well  known  as  William  Wrigley  or  Henry 
Ford,  is  it  likely  that  the  preacher's  prod- 
uct would  be  less  used? 

"Second:  What  would  become  of  the  theater  if  that 
institution  advertised  itself  only  within  its 
own  walls  and  by  half-inch  advertisements 
once  a  week?"^^ 

"  Mr.  W.  R.  Warren.  i^  Mr.  Liapton  Wilkinson. 


II 

SOME  GENERAL  PRINCIPLES 

OF  ADVERTISING 

APPLIED  TO  CHURCH  ADVERTISING 

The  Identity  of  Principles 
Principles  Defined  and  Applied 

Attention  is  fundamental 
Awakening  a  sense  of  values 
Truth  in  advertising 
Aids  to  memory 
The  power  of  suggestion 

The  Use  of  Church  Trade-marks 

What  a  trade-mark  does 

The  tests  of  a  good  trade-mark 

Some  final  questions 


n 

SOME  GENERAL  PRINCIPLES 

OF  ADVERTISING 

APPLIED  TO  CHURCH  ADVERTISING 

THE  IDENTITY  OF    PRINCIPLES 

The  fundamental  law  of  all  good  advertising  is  that 
an  advertisement  must  be  seen,  read,  believed,  and 
remembered.  Those  four  words  indicate  the  problem 
of  the  advertiser,  whether  his  wares  be  spiritual  or 
physical.  Unless  the  advertising  be  seen  it  does  no 
good.  The  first  problem,  then,  is  that  of  gaining  at- 
tention. But  although  seen,  unless  the  advertisement 
is  read,  it  will  yield  no  results.  When  read,  the  adver- 
tisement must  be  beHeved.  No  one  knowingly  surren- 
ders himself  to  dishonesty  and  deception.  Then,  if 
an  advertisement  is  seen,  read,  and  believed,  the  only 
remaining  problem  is  to  have  it  stay  clearly  in  the 
mind  of  the  prospect,  and  he  will,  in  time,  demand 
the  article  thus  advertised. 

Two  corollaries  are  immediately  evident.  First: 
the  advertiser  must  know  how  to  present  his  proposi- 
tion so  that  it  will  be  seen,  read,  believed,  and  remem- 
bered by  the  class  of  people  to  whom  he  wishes  to  appeal. 
This  calls  for  an  understanding  of  human  nature,  a 
certain  knowledge  of  psychology  as  found  in  the  con- 
stituency of  the  church.  Second:  the  more  readily  a 
proposition  lends  itself  to  terms  that  will  be  seen, 
read,  believed,  and  remembered,  the  more  easily  and 
the  more  successfully  can  that  proposition  be  put  across 
by  advertising. 

25 


26  HANDBOOK  OF  CHURCH  ADVERTISING 

How  do  the  message  and  mission  of  the  church  lend 
themselves  to  an  advertising  program?  The  president 
of  a  poster  company  declares:  "An  idea  can  be  marketed 
just  as  easily  as  you  can  market  a  piece  of  manufactured 
goods.  The  necessity  of  supporting  a  church  is  just 
as  much  a  heart-and-mind  appeal  as  is  the  donation 
of  funds  to  a  particular  needy  and  worthy  society. 
If  people  will  go  to  the  store  to  buy  something  they 
had  never  even  heard  of  before  just  because  adver- 
tising brought  it  to  their  attention,  then  these  same 
people  can  be  reached  for  the  church — to  attend  its 
services  and  to  appreciate  its  work.  Why?  Because 
it  is  easier  to  sell  the  idea  of  morality  and  good  works 
to  a  man  whose  childhood  was  developed  along  those 
lines,  whose  soul  is  seeking  the  better  impulses.  In 
advertising  parlance  you  have  a  market  of  prospects 
susceptible  to  what  you  have  to  show  them."^ 

PRINCIPLES  DEFINED  AND  APPLIED 

Applied  to  our  problem,  these  principles  have  been 
stated  thus:  "The  church  must  create  favorable  atten- 
tion, develop  specific  interest,  impel  thoughtful  investi- 
gation, and  arouse  strong  desires  by  all  the  laws  of 
psychology  in  acquainting  and  famiHarizing  the  com- 
munity with  its  stock  and  trade.  We  have  traded 
heavily  on  'Eye  hath  not  seen,  nor  ear  heard,'  as  though 
it  were  a  religious  virtue  to  seclude  the  things  of  God 
and  sacrilegious  to  expose  them.  It  is  perfectly 
astounding  the  enormous  volume  of  business  the  church 
has  transacted  without  producing  samples."^ 

Attention  is  fundamental. — The  advertisement  must 


1  H.  K.  Fulton,  president  of  Poster  Advertising  Company,  and  president  of  0.  J. 
Gude  Company. 

2  The  Rev.  C.  JeflEerson  McCombe,  Methodist  Episcopal  Church,  Benton  Harbor, 
Michigan. 


ADVERTISING  PRINCIPLES  APPLIED      27 

be  brought  into  the  consciousness  of  the  person  to 
whom  it  is  directed.  What  we  call  inattention  is,  in 
reality,  merely  attention  focused  upon  some  object 
other  than  the  one  desired.  Pure  inattention,  as  such, 
does  not  exist  in  consciousness.  Obviously,  then, 
gaining  attention  to  a  desired  matter  is  a  problem  of 
making  one  attraction  stronger  than  another,  and  the 
difficulty  of  the  problem  is  measured  by  the  relative 
strength  of  the  competing  attractions. 

The  mind  can  picture  clearly  no  more  than  four 
things  at  one  time.  If  it  tries  to  hold  more,  the  result 
is  blurred.  If  less,  the  picture  becomes  relatively 
clearer  and  more  distinct.  Have  some  one  write  a 
headline  of  three  or  four  words.  Then  one  of  six  or 
seven  words.  Give  each  an  equally  brief  glance,  and 
note  which  you  can  reproduce  correctly.  Try  the  same 
with  four  numbers,  four  articles,  or  four  units  of  any 
sort.  Then  put  down  twenty  characters.  The  same 
ability  to  reproduce  four  remains,  but  there  is  no  cer- 
tainty that  anyone  at  all  will  be  remembered,  for  there 
is  no  focusing  of  attention. 

This  principle  has  immediate  application  for  the 
advertiser.  Whenever  a  single  Une  is  meant  to  be 
read  at  one  glance  it  will  express  an  idea  in  five  words 
or  less.  HeadHne  writers  on  the  daily  press  have  a 
rule  that  each  deck  of  a  head  shall  convey  a  distinct 
idea.  Test  your  lines.  Do  you  have  a  central  idea? 
Does  it  dominate  the  page? 

In  the  advertisement  itself  no  more  than  five  ideas, 
and  preferably  fewer,  will  be  developed.  No  adver- 
tisement should  have  ''fifthly,"  ''sixthly,"  "seventhly," 
and  "eighthly."  The  same  thing  may  be  said  of  a 
sermon.  If  there  is  one  big,  all-sufficient  reason  why 
a  certain  individual  should  get  into  the  program  of 


28   HANDBOOK  OF  CHURCH  ADVERTISING 

the  church,  impress  it  upon  him  so  that  it  will  never 
be  forgotten.  Force  it  into  his  consciousness  so  strongly 
that  it  will  exclude  other  considerations.  Do  not 
scatter  attention  and  lessen  the  apparent  importance 
of  an  issue  by  suggesting  a  multitude  of  minor  matters. 

The  familiar  gospel  mission  slogan  ''Jesus  Saves," 
when  directed  to  those  who  want  salvation,  is  perfect 
advertising.  It  is  one  idea,  stated  clearly  and  simply, 
and  it  is  the  complete  answer  to  the  felt  need. 

As  an  idea  competes  for  attention  its  chances  of 
winning  are  increased  in  proportion  as  it  differs  from 
what  has  gone  before.  Color  aids.  There  is  sound 
psychology  behind  the  use  of  red  and  green  lights  for 
signaling  devices  on  railroads.  Nor  is  it  a  chance  affair 
that  red  is  used  for  danger.  It  is  the  greatest  chal- 
lenger of  all  colors.  Blood  has  the  inherent  power  to 
gain  attention.  Green  comes  next,  and  black  is  third. 
Contrasts  command  attention.  Novelty  is  a  primary 
quality.  Sameness  deadens  sensitivity.  This  prin- 
ciple holds  for  both  mechanical  arrangement  and  subject- 
matter. 

It  is  to  be  remembered,  however,  that  a  jargon  of 
noises  or  symbols  is  as  confusing  as  anything  else.  The 
very  strength  of  this  method  of  compelling  attention  is 
an  indication  of  the  chance  for  its  abuse.  Use  shockers 
with  care.  Remember  the  boy  who  cried,  'Wolf,  wolf!" 
when  there  was  no  wolf. 

Again,  of  two  ideas  before  the  mind,  the  one  will 
gain  attention  which  is  most  readily  understandable. 
In  display  advertising  make  the  head  tell  the  story. 
Fancy  and  elaborately  ornate  designs  which  hide  the 
meaning  are  to  be  avoided.  They  do  not  focus  atten- 
tion, they  divide  it.  Trick  advertising  cheapens.  For 
most  people  puzzles  are  not  attractions;  they  are  dis- 


ADVERTISING  PRINCIPLES  APPLIED      29 

tractions.  Too  long  has  it  been  a  hidden  gospel.  Christ 
constantly  endeavored  to  get  his  message  into  the  lan- 
guage of  everyday  Hfe.  So  prepare  your  church 
advertising  that  it  will  be  immediately  understood  by 
the  people  to  whom  it  is  directed. 

Awakening  a  sense  of  values. — Every  successful 
preacher  knows  that  the  first  task  in  introducing  a 
theme  to  an  audience  is  to  translate  it  into  the  experience 
of  his  hearers.  A  connection  when  once  established 
may  make  possible  new  development,  but  the  primary 
relationship  must  be  secured. 

The  same  principle  is  followed  in  successful  adver- 
tising. Specific  interest  must  be  developed.  The 
advertisement  should  bring  to  mind  positive  and  pleas- 
urable associations.  It  must  be  human.  Give  your 
church  advertising  such  a  personaUty  that  people  will 
be  as  glad  to  see  it  as  they  would  be  to  meet  a  friend. 

Much  church  publicity  had  been  characterized  by 
Mr.  Graham  Patterson,  of  the  Christian  Herald,  as 
directed  to  ''Maiden  aunts  with  one  foot  on  the  grave 
and  with  mighty  little  real  interest  in  life.  Across  the 
colorless  pages  you  could  have  written: 

Tf  there  should  be  another  flood, 

For  hither  refuge  fly, 
Though  all  the  world  shotild  be  submerged 

This  book  would  still  be  dry.' 

We  need  men  on  the  rehgious  press  who  can  tell  a 
good,  wholesome  story  and  describe  an  amusing  inci- 
dent with  a  touch  of  the  dramatic  instinct  and  who  are 
not  above  printing  it.  If  your  editor  lacks  humor, 
get  a  new  one.  Religion  is  life,  and  anything  that 
pertains  to  Hfe  belongs  in  the  church's  program  and 
in  its  publicity." 


30  HANDBOOK  OF  CHURCH  ADVERTISING 

Withal  the  highest  possible  standards  are  to  be 
maintained.  The  use  of  cheap  humor  is  disastrous. 
It  is  the  peculiar  function  of  the  church  to  point  out 
permanent  values  and  to  pass  over  the  transitory  and 
fleeting.  It  is  this  which  gives  the  church  a  tremendous 
advantage  over  the  commercial  world.  It  deals  with 
eternal  and  universal  values.  It  is  intimately  related 
to  the  deepest  emotional  experiences  of  life.  Its  adver- 
tising should  take  advantage  of  the  fact. 

Truth  in  advertising. — Tell  it  as  it  is.  Exaggeration 
is  a  boomerang.  The  church  may  here  put  in  practice 
a  principle  which  it  appreciates  in  the  nature  of  the 
case,  but  one  which  business  had  to  learn  by  costly 
experience.  ''Honesty  is  the  best  policy."  Paradoxical 
as  it  may  seem,  the  disseminators  of  "Truth"  need  to 
use  especial  care  at  this  point. 

"It  is  true  that  we  can  never  overestimate  the  goods, 
the  eternal  goods,  which  through  God's  goodness  we 
have  at  our  disposal;  but  how  often  do  we  read  in 
the  pages  that  'the  Rev.  So-and-So  will  deliver  a  sermon. 
He  is  a  silver-tongued  orator,  the  greatest  in  this  sec- 
tion of  the  country,'  when  it  is  well  known  that  he  is 
a  past  master  in  the  art  of  gently  putting  folks  to  sleep 
by  his  preaching."^ 

It  is  very  easy  to  promise  something  which  is  not 
produced.  Any  reputable  business  is  dependent  upon 
repeat  orders  for  its  success.  If  the  goods  delivered  do 
not  measure  up  to  what  is  claimed  for  them,  the 
institution  might  as  well  close  its  doors.  It  will  have  to 
do  so,  ultimately.  We  live  in  an  intensely  practical 
age,  and  it  is  no  less  the  task  of  the  church  to  pro- 
duce the  goods  advertised  than  it  is  of  any  other 
respectable  institution. 

3  The  Rev.  Fr.  P.  A.  Heckman. 


ADVERTISING  PRINCIPLES  APPLIED      31 

Complete  sincerity  is  an  important  attribute  of 
honesty.  Certain  unusual  presentations  commend  them- 
selves as  an  aid  to  attention,  but  care  must  be  taken 
to  see  that  the  idea  is  not  too  novel,  that  the  theme 
is  sincere.  Slurs  and  sarcasm  are  always  dangerous 
weapons.  Keep  your  advertising  optimistic,  yet  sin- 
cere. *'A  clergyman  once  gave  his  subject  to  the  pub- 
hcity  committee  as  'Are  you  a  Man?'  To  his  horror, 
they  advertised  it  as  'Do  You  Wear  Pants?'  Freakish 
advertising  is  always  questionable."^ 

The  crux  of  the  question  is  this:  Is  the  tone  of  the 
advertising  warranted  by  the  goods  that  will  be  de- 
livered? Do  not  advertise  sensationally  unless  you 
have  sensationalism  to  deliver.  The  tragedy  of  mis- 
leading advertising  with  us  is  not  merely  lost  business, 
but  a  toll  in  human  hves. 

Indifference  is  no  chance  affair.  There  are  but  three 
explanations  of  the  unchurched  in  America.  The  first 
is  that  our  message  is  not  great  enough,  that  it  does 
not  answer  human  needs.  To  admit  such  an  explanation 
is  to  confess  defeat.  The  other  two  explanations  are 
inadequate  presentation  of  what  the  church  has  to 
offer,  or  superinfiation  with  inadequate  production  of 
the  goods  advertised.  If  our  message  is  needed  by  the 
world,  and  the  world  does  not  receive  it,  either  the 
people  have  not  been  properly  introduced  to  it,  or, 
having  been  introduced,  they  have  found  that  it  did 
not  come  up  to  what  was  claimed  for  it.  Neither  of 
these  explanations  is  an  excuse.  Rather  they  are 
indictments. 

Honest  advertising  is  the  answer.  "If  you  have 
nothing  which  you  can  advertise  honestly,  get  busy, 


*  The  Rev.  S.  Walters  McGill,  campaign  manager,  Presbyterian  Progressive  Pro- 
gram, Nashville,  Tennessee. 


32  HANDBOOK  OF  CHURCH  ADVERTISING 

or  get  out  of  the  business,"  is  an  admonition  which 
need  not  be  confined  to  one  under  suspicion  for  fraudu- 
lent promotion  of  worthless  stocks. 

Aids  to  memory. — It  is  extremely  important  that 
advertising  should  have  a  cumulative  effect.  There  is 
value  in  a  name.  Memory  is  built  by  repetition,  asso- 
ciation, and  cultivation  of  the  apperceptive  faculties. 
This  does  not  mean  that  one  advertisement  should  be 
an  exact  repHca  of  what  has  gone  before,  but  there 
should  be  a  sufficient  number  of  recognizable  elements 
in  an  advertisement  to  link  it  unmistakably  with  what 
has  preceded.  Educative  advertising  is  essentially 
''fine  upon  line,  precept  upon  precept,  here  a  Httle  and 
there  a  Httle." 

In  these  two  advertisements  there  is  some  similarity. 
Both  are  clearly  from  the  same  church.  Yet  each 
carries  a  distinct  message.  One  deals  with  'The  Re- 
sponses of  the  Congregation,"  and  the  other  with 
'The  Music  of  the  Church."  But  the  reiterated  message 
of  'The  Peoples  Church  Seats  Free"  will  eventually 
come  to  the  consciousness  of  the  people  in  the  com- 
munity just  as  "Eventually,  Why  not  now?"  will 
eventually  come  to  the  consciousness  of  the  purchaser 
of  flour,  regardless  of  whether  subsequent  considera- 
tions lead  to  the  purchase  of  a  particular  brand  or  not. 
Ivory  soap  is  advertised  in  many  ways,  and  with  differ- 
ent textual  and  illustrative  material,  yet  "It  Floats" 
and  "qqtVo-  pure"  always  identify  it. 


Y^r^Y^Y^Yr^'i)'''^y'^y'<^v^'iy^'iy^y^^ 


«  «  5  Si 


-o  y 


^.    «    -    --        -T3    b 

I-  •—    (0 
C    W  —    e    I-    O 

^  «  S  s  °-°^  yo   .^  I 


irrl'S  i 


». 


2^ti 

(4    S    U 

:^- 

C  ^  ■" 
-S    >,J 


X  -  °  i  S5 


^ 


o.  ff 


60-13    §   ^ 


c  «  •- 
"•  >>  — 
t  2- 


■"  S  <u 

o  o  a 

S  °  " 


<8   V  j:  t  V  H  .ti 


o 


s 


■£«b 

Q  «Q 

■n 

■i" 

2.2 


oBod  o 


1-1 


o  I  o        -^^  ,  „ 

a  z  a         a:-^  5 
tt  <  CC  f^       03 


Bt*iOi«  Ai<>^><  y.'Oi*  WA\m  k^A  mil^  WJkfi'Ak^A  }^M 


^<=;lY^^i'^^Y^Y^Y^Y^Vr^Yr^HV^^y^W^Y^m 


^7 


^2 


^:5 

-a  6 

M-CO 

o  _- 


<n  W 


S        •      O      TO 


g  .a   « 


"^   <«  no 

c   e  g 
o  «j   fO 


IS 


^•S^vfc. 


<*-   w   5 


-Q  _2  "O        >- 


8-£  t:"^  I-X3  «=.-  « 

r>   «   4>  ■£   o   2.   Bo—    .^ 


-l^feF= 


—  3     .Ui 


«J  ^   >.S 


>,JS    RJ    <fl     O  ^    4)    J*    « 


'■g 


CD. 

0 


o 

0 


'^i<!<>jiti^>^jy.'<>iii^<>g^r^n?g^rFP.^i^K^jmL^;1g^ 


ADVERTISING  PRINCIPLES  APPLIED      35 

An  advertising  campaign,  by  arrangement  of  words, 
type,  and  pictures,  should  suggest  a  related  idea.  The 
text  of  forty  words  should  suggest  a  sermon  of  one 
hundred  and  fifty.  A  headline  should  start  a  complete 
train  of  thought.  "If  my  appropriation  allowed  me  to 
purchase  only  four  hundred  inches  in  the  course  of  a 
year,  I  should  infinitely  prefer  to  use  eight  inches  per 
week  throughout  the  year,  than  ten  displays  of  forty 
inches  each.  Spasmodic  advertising  may  produce 
results,  but  it  will  not  produce  permanent  results."  ^ 

The  power  of  suggestion. — "As  a  man  thinketh  in 
his  heart,  so  is  he."  All  exhortations  to  right  thinking 
have  a  sound  principle  of  psychology  for  their  justifi- 
cation. All  thought  tends  to  be  reproduced  in  action. 
If  I  ask,  "What  is  that  crawling  object  on  the  other 
side  of  the  room?"  your  inclination  is  to  look  for  it. 
The  old  game  of  "Simon  says  'Thumbs  Up,* ''  has  its 
interest  in  the  fact  that  the  suggestion  of  "Thumbs  Up" 
or  "Thumbs  Down"  is  apt  to  be  followed  regardless 
of  whether  Simon  says  so  or  not.  Hold  your  hand 
before  you.  Think  of  moving  your  index  finger.  Can 
you  do  it?  The  motor  activity  is  the  result  of  the 
mental  stimulus. 

Much  good  advertising  matter  is  weakened  by  the 
omission  of  a  direct  suggestion.  "Go  to  Church"  is  a 
slogan  of  great  value.  "Hear  the  Music  at  Trinity" 
is  probably  better,  for  it  not  only  gives  the  suggestion 
to  the  motor  senses,  but  it  accompanies  it  with  an 
indication  of  the  value  to  be  gained  by  certain  conduct. 
Most  boys  would  respond  to  such  advertising  as  this: 
"Can  you  swim  fifty  yards?  All  Scouts  at  First  Church 
Can.  Be  a  Scout!"  "Know  that  handshake  at  St. 
Paul's"    is   another   slogan   with   drawing   power.     A 

*  The  Rev.  Horace  Westwood,  D.D. 


36   HANDBOOK  OF  CHURCH  ADVERTISING 

certain  Western  university  centers  all  its  advertising 
about  the  words,  ''Attend  the  University." 

When  the  Baptists  of  Oak  Park,  Chicago,  undertook 
to  build  a  church  by  advertising  they  saw  to  it  that 
"in  every  advertisement  there  was  a  suggestion  of 
something  to  be  done  by  the  reader.  Partly,  it  was 
the  announcement  of  meetings  to  attend,  of  addresses 
to  be  heard,  of  pictures  to  be  seen.  The  interest  aroused 
was  given  a  chance  of  motor  expression.  Chiefly,  of 
course,  the  suggestion  was  to  subscribe.  The  aim  was 
to  repeat  the  idea  so  often  that  it  would  become  a 
Banquo's  ghost  unless  the  reader  yielded.  To  produce 
by  the  law  of  suggestion,  a  restlessness  until  something 
is  done — that  is  good  advertising."  ^ 

THE  USE  OF  CHURCH  TRADE-MARKS 

The  significance  of  association  and  symbolism  already 
has  been  mentioned.  Their  highest  development  is 
found  in  the  employment  of  trade-marks.  The  Cadillac 
Motor  Company  makes  a  certain  coat  of  arms  carry 
the  idea  of  'The  Standard  of  the  World."  The  Hudson 
triangle  and  the  Maxwell  shield  are  similar  identifica- 
tion marks.  To  see  them  on  a  machine  means  that  a 
certain  performance  may  be  expected.  The  Dutch 
Cleanser  girl  chasing  dirt  is  another  well-known  trade- 
mark which  has  the  particular  value  that  in  itself  it 
carries  a  suggestion  of  the  work  done. 

What  a  trade-mark  does. — All  use  of  trade-marks, 
symbols,  and  slogans  is  an  attempt  to  do  for  an  idea 
or  a  commodity  what  shorthand  does  for  writing.  It 
is  to  make  something  which  is  readily  and  quickly 
recognizable  stand  for  a  larger  idea.  The  principle  of 
psychology  back  of  this  is  that  whenever  one  element 

•The  Rev.  Carl  D.  Case,  D.D.,  Oak  Park,  Illinois. 


X^mJ^^ 


Vkwwm 


"The  average  man  sees  the  church  lighted  up— at  night.  A  lighted  church  is 
more  famiUar  than  a  daylight  picture.  For  this  reason  we  have  used  the  lighted 
church.     A  golden  orange  color  gives  the  lighted  effect." 


ADVERTISING  PRINCIPLES  APPLIED      37 

of  experience  comes  to  consciousness,  the  entire  expe- 
rience tends  to  be  reproduced.  This  thought  is  not 
new  to  the  church,  but  it  is  safe  to  say  that  it  has  not 
been  fully  developed. 

Mr.  O.  J.  Gude,  of  the  0.  J.  Gude  Advertising  Com- 
pany, is  quoted  as  saying  that  church  steeples  were  the 
first  form  of  outdoor  advertising.'^  Church  bells  are  of 
the  same  nature.  It  should  stimulate  thought  to  know 
that  a  prominent  manufacturing  company,  specializing  in 
wedding  rings,  has  lately  adopted  four  well-known  church 
edifices  as  the  main  feature  in  its  advertisements  which 
inaugurated  a  national  selling  campaign.  The  reason 
is  obvious:  those  churches  typified  the  wedding  service. 

It  would  be  instructive  to  go  to  the  man  in  your 
community  who  has  no  church  affiliation,  and  ask  him 
what  church  he  thinks  of  when  he  reads  the  word 
"church."  The  association  will  be  the  habitual  one. 
Likely  it  will  be  the  one  which  is  doing  something  that 
repeatedly  comes  to  his  attention.  If  whenever  Chris- 
tian service  is  mentioned  in  your  community,  your 
church  is  thought  of,  you  have  been  delivering  the 
goods  advertised.  If  no  activity  of  any  church  has 
come  to  consciousness  sufficiently  that  the  public  mind 
will  associate  some  definite  institution  with  the  word 
church,  what  a  golden  opportunity  there  is  for  some 
home  missionary  work! 

"When  you  see  an  arrow,  think  of  Coca-Cola."  When 
you  see  a  spire,  think  of  a  church.  But  does  the  spire 
stand  for  merely  a  building,  or  does  it  stand  for  the 
service  rendered?  Does  it  suggest  a  Christian  life? 
"The  House  of  Happiness"  is  an  exceptionally  good 
slogan,  for  it  suggests  one  of  the  products  of  the  insti- 
tution behind  the  name. 

^  Dr.  Christian  F.  Reisner. 


38   HANDBOOK  OF  CHURCH  ADVERTISING 

May  not  your  church  stand  for  so  definite  a  piece 
of  work,  that  its  central  motif  may  be  caught  up  in  a 
phrase  or  symbol  and  made  to  stand  for  all  time  as  the 
embodiment  of  a  permanently  dependable  ideal? 

The  tests  of  a  good  trade-mark. — There  are  two 
tests  for  a  trade-mark.  Objectively,  it  must  be  of  easy 
and  certain  recognition.  Subjectively,  it  must  be  an 
unfailing  guarantee  of  quality  of  service.  The  use  of 
trade-marks  is  built  upon  confidence.  A  trade-mark 
must  stand  for  something  dependable.  If  a  trade-mark 
meet  the  first  test,  and  fail  the  second,  woe  is  the  busi- 
ness, for  the  symbol  will  then  become  a  danger  signal 
to  the  public.  But  if  a  trade-mark  meets  both  tests, 
if  it  swiftly  and  surely  symbolizes  a  church  doing  its 
full  part  for  the  advancement  of  Christ's  kingdom 
on  earth,  who  can  calculate  its  power? 

Some  final  questions. — The  bulletin  of  the  Chicago 
Y.  M.  C.  A.  School  of  Advertising,  directed  by  Mr. 
W.  Frank  McClure,  now  in  charge  of  the  pubhcity 
department  of  the  Fort  Dearborn  National  Bank, 
and  one  of  the  original  sponsors  for  the  Department 
of  Church  Advertising  in  the  Associated  Advertising 
Clubs  of  the  World,  suggests  the  following  questions 
as  tests  for  good  advertising: 

*Ts  it  true? 
Does  it  ring  with  sincerity? 
Does  it  'knock'  or  even  slur? 
Has  it  too  much  novelty? 
Is  the  language  too  flowery? 
Is  it  grammatical? 

Is  the  wording  as  simple  and  direct  as  it  should  be? 
Does  each  word  best  express  the  meaning  you  want 

to  convey? 
Can  any  part  of  your  text  be  misunderstood? 


ADVERTISING  PRINCIPLES  APPLIED      39 

Are  the  punctuation  and  spelling  correct? 

Is  there  too  much  copy  for  the  space? 

Will  your  text  of  twenty-five  words  or  less  make  the 

reader  think  of  a  hundred? 
Does  the  illustration  link  up  with  the  text? 
Does  your  'ad'  as  a  whole  have  the  atmosphere  of  the 

goods  advertised? 
Will  it  get  your  message  across? 
Will  the  type  set-up  and  the  general  lay-out  permit  the 

text  to  be  read  easily? 
Will  the  *ad'  appeal  directly  to  the  audience  you  want 

it  to  reach? 
In  gauging  the  sales  value  of  your  text,  have  you  put 

yourself  in  the  reader's  place? 
Will  it  sell  the  goods?" 


Ill 

WHO  SHALL  HAVE  CHARGE  OF  THE 
CHURCH'S  ADVERTISING? 

The  Minister  as  a  Sales  Manager 
Knowledge  of  the  proposition 
Knowledge  of  advertising 
Time  for  doing  it 

A  Publicity  Committee 
Getting  a  committee 
The  scope  of  its  work 
An  asset  to  the  church 

The  Advertising  Expert 

Limitations  of  the  ordinary  newspaper  man 
The  business  manager  as  advertiser 


Ill 

WHO  SHALL  HAVE  CHARGE  OF  THE 
CHURCH'S  ADVERTISING? 

Clearly,  if  the  church  should  advertise,  some  one 
must  carry  the  responsibility.  Any  ecclesiastical  gather- 
ing or  organization  which  formulates  a  church  policy 
has  the  obligation  to  inaugurate  an  advertising  pro- 
gram commensurate  with  the  task  to  be  done.  The 
matter  of  national  advertising  will  be  reserved  for  a 
later  chapter.  Here  the  direction  of  advertising  for 
the  program  of  the  church  in  its  community  will  be 
considered. 

THE  MINISTER  AS   SALES  MANAGER 

The  traditions  that  have  grown  up  around  the  office 
of  the  minister  make  it  inevitable  that,  in  many  churches, 
he  will  be  thought  of  as  the  one  most  able  and  available 
to  carry  the  responsibility  of  the  church's  advertising. 

Ejiowledge  of  the  proposition. — The  minister  who 
is  doing  his  task  will  know  "the  religious  needs  of  his 
community  and  will  know  what  the  several  agencies 
in  his  church  are  doing  to  meet  those  needs. '  'Tn  busi- 
ness terms,  the  minister  is  the  general  sales  manager 
of  the  church.  He  is  under  the  necessity  of  knowing 
the  facts  concerning  his  market  as  well  as  his  product. 
If  his  organization  is  not  working  to  capacity,  it  is 
his  business  to  find  out  why.''^^ 

There  is  no  more  profitable  bit  of  self-analysis  in 
the  world  for  some  churches  than  that  necessary  before 
advertising  can  be  done  intelligently  and  efficiently. 
It   involves    two   questions:    What   are    the    reUgious 

1  Dr.  Roy  L.  Smith. 

43 


44  HANDBOOK  OF  CHURCH  ADVERTISING 

needs  of  my  parish?  What  does  my  church  have  to 
offer?  The  minister  can  well  afford  to  spend  much 
time  in  studying  the  answer  to  those  questions. 

The  actual  advertising  may  be  done  by  the  pastor, 
by  a  special  committee,  or  it  may  be  done  by  hired 
experts.  Regardless  of  who  does  the  actual  work, 
however,  the  minister  ^^ should  approve  all  plans,  and  in 
most  cases  he  will  supply  the  most  valuable  suggestions.^^ 
''But,"  adds  Mr.  H.  A.  Groth,  of  the  William  H.  Rankin 
Company,  ''the  mechanical  end  of  the  advertising 
and  the  detail  work  should  be  delegated  to  those  whose 
special  duty  it  is  to  see  that  the  advertising  is  planned 
and  executed.  This  applies  no  matter  what  the  type 
of  advertising;  advertisements  appearing  in  the  news- 
papers, printed  matter  as  letters,  cards,  invitations, 
church  bulletins,  outdoor  signs,  indoor  signs,  and 
window  cases." 

Knowledge  of  advertising. — Much  as  the  pastor 
may  know  concerning  the  goods  he  wishes  to  sell,  it 
is  not  usual  to  find  one  who  has  a  great  acquaintance 
with  the  principles  and  methods  of  advertising.  And 
while  enthusiasm  and  zeal  are  invaluable  aids,  they 
cannot  take  the  place  of  technical  knowledge  of  the 
game.  The  minister  is  not  one  whit  worse  in  this  re- 
spect than  most  business  executives.  Few  of  them 
are  able  to  construct  really  good  copy.  It  is  done  for 
them.  The  advertising  solicitor,  to-day,  if  he  is  even 
moderately  successful,  knows  that  he  must  be  prepared 
to  take  data  on  certain  goods  and  write  the  advertise- 
ment himself.  When  that  is  done,  the  executive  and 
the  minister  may  be  able  to  tell  whether  it  is  well  done 
or  not,  even  though  they  could  not  have  constructed 
it  themselves. 

"It  is  high  time  some  theological  seminary  should 


WHO  SHALL  HAVE  CHARGE?  45 

introduce  into  its  curriculum  a  course  in  advertising, 
designed  to  induce  more  people  to  come  to  church;  a 
course  in  publicity,  teaching  how  the  press  may  be 
utilized  to  give  information  to  thousands  where  preach- 
ing reaches  only  scores;  a  course  in  the  stimulation  of 
reading,  intended  to  inculcate  the  art  of  training  others 
to  read.''2 

Time  for  doing  it. — "Frequently  the  minister  ad- 
vances as  an  objection  the  fact  that  he  is  too  busy  to 
come  down  town  and  turn  in  his  copy."^  This  is  a 
very  practical  problem  for  most  pastors.  Even  if  they 
had  the  knowledge  to  prepare  good  advertising,  the 
time  to  do  it  would  be  a  severe  drain  on  their  limited 
stock  of  time  for  doing  many  things. 

"The  soHcitor  meets  that  objection  by  agreeing  to 
call  him  each  week  on  the  phone  and  take  his  change 
of  copy  in  that  manner.  Or  if  the  minister  has  no 
telephone,  a  post  card  will  be  sent  to  him,  addressed 
to  The  News,  so  that  all  he  will  have  to  do  is  to  jot 
down  the  title  of  the  sermon  and  any  other  points  which 
he  wants  to  go  into  his  copy.  From  this  the  advertise- 
ment will  be  carefully  and  attractively  prepared."^ 

Yet  the  plain  fact  remains  that  in  hundreds  and 
hundreds  of  instances  the  advertising  will  never  be 
started  unless  the  pastor, takes  the  initiative.  Neither 
scarcity  of  time  nor  imperfect  knowledge  of  how  to  do  it 
on  the  part  of  the  minister,  however,  can  remove  the  obliga- 
tion to  advertise.  If  there  is  no  one  ready  to  take  up 
the  work,  the  pastor  must  begin  it.  He  should  carry 
into  the  task  an  intense  conviction  that  his  church  is 
offering  something  needed  by  the  community,  apply 
all  the  principles  of  approach  which  he  uses  in  his 


2  Mr.  W.  R.  Warren. 

'  Mr.  Frank  D.  Webb,  advertising  manager,  The  Baltimore  News.  *  Ibid. 


46  HANDBOOK  OF  CHURCH  ADVERTISING 

ordinary   ministry,   study   some   compact   and   reliable 
treatise  on  advertising,  and  then  advertise! 

A   PUBLICITY   COMMITTEE 

Immediately,  however,  the  pastor  should  arrange  to 
organize  a  Publicity  Committee  to  assist  in  the  details 
of  the  work.  All  the  study  of  advertising  which  he 
can  make  will  be  of  incalculable  value  in  directing  the 
advertising,  even  when  the  committee  or  advertising 
expert  is  ready  to  take  over  the  greater  share  of  the 
actual  work  of  preparing  the  copy. 

Getting  a  committee. — There  are  few  churches  in 
which  there  is  not  some  one  who  has  been  attracted 
by  the  possibilities  of  advertising.  It  may  be  a  member 
of  the  local  newspaper's  staff.  It  may  be  some  one 
who  is  experimenting  with  a  mimeograph.  It  may  be 
that  the  pastor  will  have  to  go  over  his  lists  very  care- 
fully, but  he  can  find  some  one  who  can  be  interested 
in  and  who  will  accept  at  least  partial  responsibility 
for  the  advertising  of  the  church.  The  most  promising 
field  of  discovery  will  be  the  men's  brotherhood  or 
the  young  people's  organization.  Here  is  an  oppor- 
tunity for  lay  leadership  and  service. 

The  scope  of  its  work. — Some  one  person  must  be 
responsible.  Assistants  may  be  added  and  the  work 
divided,  but  responsibihty  should  be  centered.  Avoid 
a  large  committee.  Two  people  cannot  prepare  copy 
together.  Let  one  prepare,  and  another  revise  if  it  is 
desired  to  do  so,  but  have  one  person  plan  and  prepare 
the  original. 

The  experience  and  general  rehability  of  the  member- 
ship of  the  committee  will  determine,  of  course,  how 
much  work  may  be  intrusted  to  it;  but  encourage  its 
development  by  leaving  to  it  more  and  more  respon- 


WHO  SHALL  HAVE  CHARGE?  47 

sibility.  The  ultimate  direction  and  plan  of  campaign, 
of  course,  will  be  in  the  hands  of  the  pastor,  except 
in  cases  where  a  real  advertising  expert  is  obtainable, 
one  who  knows  the  point  of  view  of  the  church.  In 
all  cases  consultation  with  the  pastor  will  be  necessary, 
and  the  more  he  knows  about  advertising  the  better 
will  be  his  advice. 

An  asset  to  the  church. — Such  a  plan,  quite  apart 
from  the  direct  and  inherent  value  of  the  advertising 
itself,  may  mean  much  to  the  church  in  giving  an  oppor- 
tunity for  definite  lay  service.  Some  energetic  and 
ingenious  persons  may  be  used  here  who  would  other- 
wise feel  left  out  of  the  church's  program.  Talents 
will  be  discovered  and  unfolded,  and  many  an  obscure 
church  will  find  and  contribute  to  the  church  at  large 
a  much-needed  leader  in  the  great  field  of  church  pub- 
licity. 

THE   ADVERTISING  EXPERT 

For  many  churches,  the  question  of  the  regular 
services  of  an  advertising  expert  is  closely  linked  to 
the  matter  of  expense.  In  special  campaigns  the  ex- 
pense question  may  be  met  with  comparative  ease. 
For  all  cases  the  answer  must  be  that  ''systematized 
effort  pays  for  itself.  Make  the  advertising  a  business 
proposition  and  you  will  have  businesslike  returns."^ 

The  limitations  of  the  ordinary  advertising  man. 
— In  advertising  with  the  daily  press,  the  services  of 
the  advertising  man  are  readily  obtained  in  most  cases. 
But  this  by  no  means  solves  the  problem.  The  work 
of  the  advertising  man  may  easily  be  somewhat  slip- 
shod if  the  minister  does  not  know  what  is  good  copy. 
When  no  direct  pay  is  given  for  the  aid  furnished  it 


6  Mr.  Herman  A.  Groth,  treasurer  the  William  H.  Rankin  Company,  Chicago. 


48   HANDBOOK  OF  CHURCH  ADVERTISING 

is  only  natural  that  less  care  should  be  taken  than 
otherwise.  In  most  instances  the  newspaper  staff  man 
has  insufficient  knowledge  of  the  complete  program  of 
the  church  to  make  possible  his  formulating  an  intel- 
ligent and  comprehensive  scheme  of  publicity. 

Wherever  possible  "those  who  understand  the  work 
should  have  it  in  charge  even  if  it  means  the  hiring  of 
assistants  outside  the  membership  of  the  church."^ 
For  many  rural  churches  this  will  not  be  practical. 
In  some  city  churches  the  same  thing  will  seem  to  be 
true.  The  safe  rule  is  that  the  churches  advertising  must 
he  better  than  that  of  competing  interests.  Time  spent  in 
educating  a  friendly  newspaper  man  so  that  he  comes 
to  appreciate  the  interests  and  policies  of  the  church, 
is  time  well  spent. 

The  business  manager. — Churches  that  are  fortu- 
nate enough  to  have  a  business  manager  and  a  business 
office  that  is  not  the  pastor's  study  (!)  will  have  no 
difficulty  in  answering  the  question,  "Who  shall  have 
charge  of  the  church's  advertising?"  It  is  one  of  the 
primary  functions  of  this  officer  to  study  the  channels 
of  publicity,  to  "play  up"  special  features  of  the  church's 
program,  to  interest  a  new  and  ever-enlarging  constitu- 
ency, to  cultivate  friendly  relations  with  the  newspaper 
men,  and  to  find  out  what  methods  of  advertising  are 
most  effective. 

A  word  of  warning  is  necessary  in  this  connection. 
The  commercial  interests  of  the  church,  though  ab- 
solutely necessary,  must  not  be  permitted  to  overshadow 
those  that  are  distinctly  religious.  An  efficient  business 
manager  is  only  the  accompanist.  He  is  not  the  chief 
artist.  He  should  follow  the  lead  of  the  minister  in 
projecting  the  program  of  advertising. 

6  Mr.  Herman  A.  Groth. 


IV 

WHAT  TO  ADVERTISE 

The  Preacher 

Sermon  theme  insufficient 
Emphasis  on  service 

The  Policy 

The  mission  of  the  church 
Advertise  religion 

The  Program 
Good  copy 

Educating  the  membership 
Arousing  the  indifferent 
The  thrill  of  the  mihtant  church 

The  Product 

Results  attract 
Proper  modesty 
Learning  from  others 


IV 

WHAT  TO  ADVERTISE 

What  features  of  the  church  should  be  advertised? 
How  can  one  determine  the  aspects  of  the  church's 
ministrations  that  should  be  included  in  its  program 
of  advertising? 

The  answer  to  this  question  is  not  easily  found, 
for  the  work  of  the  church  is  often  intangible.  It  does 
not  yield  to  photographic  reproduction.  If  a  firm  has 
shoes  or  scissors  to  sell,  pictorial  representations  of 
these  articles  can  be  made  easily.  A  cut  of  the  church 
building  may  be  used  to  decorate  a  church  advertise- 
ment, but  the  physical  properties  of  the  church  should 
not  be  made  the  focal  point  of  interest,  except  as  they 
suggest  spiritual  realities.  Nor  is  the  ordinary  mind 
sure  to  catch  all  the  rich  values  symbolized.  Spiritual 
values  tend  to  become  hidden  the  moment  they  are 
forced  into  the  restraints  of  material  presentation. 

The  heart  and  core  of  the  church  is  spiritual.  No 
man  hath  seen  it.  This  sacred  institution  has  inherited 
immeasurable  riches  of  truth  and  an  exalted  passion 
to  carry  them  into  the  lives  of  all  who  come  within 
range  of  its  ministry.  It  holds  the  impulse  to  go  into 
all  the  world  and  make  disciples.  Its  problem  is  this. 
In  order  to  further  this  project,  what  phases  should 
be  advertised? 

THE  PREACHER 

''Most  churches  in  cities,  whether  from  example  or 
from  other  motives,  advertise  the  man  and  his  sermon. 
There  are  strong  defenders  of  this  type  of  advertising. 

51 


52  HANDBOOK  OF  CHURCH  ADVERTISING 

They  may  be  right,  but  no  one  has  brought  forth  the 
facts  from  a  thorough  investigation  to  substantiate 
the  claims  that  this  is  the  best  sort  of  copy. 

"Except  in  a  few  instances,  church  advertisements 
have  been  written  by  pastors  inspired  with  a  desire 
to  get  larger  audiences.  Perhaps  this  aim  is  the  reason 
for  the  large  proportion  of  copy  which  advertises  only 
the  sermon.  Of  course  the  sermon  is  the  weekly  big 
job  of  the  pastor.  When  he  writes  an  ad  he  naturally 
thinks  more  of  it — 'the  newest  thing  of  the  week' — 
than  of  the  general  activities  of  the  church.  But  the 
fundamentals  of  religion  as  applied  to  life  are  new  to 
many  of  the  folks  he  would  reach. 

Sermon  theme  insufficient. — 'To  sell  what  the 
church  has  to  offer  to  the  community,  more  is  needed 
than  the  mere  invitation  to  hear  a  preacher  talk  on 
a  certain  subject.  The  theme  of  the  sermon  should 
be  included  in  the  church  advertisement  and  readers 
invited  to  attend  church.  This  takes  the  place  of  the 
coupon  in  commercial  copy,  or  a  request  to  send  for  a 
trial  package.  If,  however,  the  entire  advertisement 
concerns  merely  the  topic  of  the  next  sermon,  the 
reader  gets  nothing  from  the  announcement.  From  a 
similar  bank  advertisement  he  would  get  some  idea 
of  thrift  or  the  reasons  why  he  should  make  a  will. 

"The  purpose  of  church  advertising  in  newspapers, 
in  outdoor  posters,  and  in  all  general  efforts  is  largely 
to  reach  those  outside  of  the  church.  The  members 
who  come  regularly  can  be  told  the  week  previous 
what  the  sermon  subject  is  to  be  on  a  particular  Sunday. 
The  aim  of  church  advertising  ought  to  be  to  further 
the  effort  of  the  church,  which  primarily  is  the  con- 
verting of  individuals  to  Christianity.  The  'market' 
for  this  idea  is  not  the  present  church  membership  so 


WHAT  TO  ADVERTISE  53 

much  as  it  is  that  class  which  does  not  now  attend 
church.  The  merits  of  religion  and  right  living  should 
be  set  forth  in  the  church  advertisements  which  seek 
to  attract  their  attention."^ 

Emphasis  for  service. — The  preacher  is  not  to  be 
left  out  of  the  advertising  copy,  but  the  church  is  not 
primarily  concerned  with  press-agenting  any  one  indi- 
vidual. As  a  religious  expert,  the  minister  should  be 
known  to  the  community  as  one  ready  to  offer  counsel 
and  spiritual  guidance.  As  an  interpreter  of  the  best 
things  of  life,  he  should  be  advertised  for  his  abihty 
in  that  line.  The  major  emphasis,  however,  should 
be  upon  the  contribution  which  the  entire  institution 
is  making  to  life. 

"Among  other  things  the  church  has  for  sale: 

Companionship  Opportunity    for    Commu- 

Salvation  from  Sin  nity  Work 

Bible  Study  Comfort  in  Distress 

Community  Uplift  Instruction     in     Christian 

Life  Service  of  the  Highest  Living 

Type  Inspiration  to  Higher  Ideals 

Only  a  few  of  these  are  vigorously  sought  after  by  the 
average  inhabitant  of  the  U.  S.  A.  The  desire  must  be 
awakened."^ 

THE   POLICY 

The  preacher  often  has  been  the  sole  subject  in 
church  advertising  copy,  for  the  simple  reason  that 
there  has  been  nothing  else  to  adve^ise.  The  respon- 
sibility for  such  a  condition  rests  upon  both  pastor  and 
congregation.  Every  church  should  have  a  policy 
and  a  program  worthy  of  advertising.  The  reason  why 
so  many  churches  never  get  anywhere  is  because  they 

1  Mr.  H.  H.  Smith.  2  Ibid. 


54   HANDBOOK  OF  CHURCH  ADVERTISING 

are  going  nowhere.  Seneca  once  said,  "No  wind  is 
favorable  to  the  ship  which  has  no  port." 

The  mission  of  the  church. —  ''J^sus  thought  it  wise 
to  set  forth  his  mission  clearly:  'To  this  end  was  I 
born,  and  for  this  cause  came  I  into  the  world,  that 
I  should  bear  witness  unto  the  truth.'  And  again: 
'The  Spirit  of  the  Lord  is  upon  me,  because  he  hath 
anointed  me  to  preach  the  gospel  to  the  poor;  he  hath 
sent  me  to  heal  the  broken-hearted,  to  preach  deliv- 
erance to  the  captives,  and  recovering  of  sight  to  the 
blind,  to  set  at  Hberty  them  that  are  bruised,  to  preach 
the  acceptable  year  of  the  Lord.  .  .  .  This  day  is  this 
Scripture  fulfilled  in  your  ears.'  "^ 

What  is  the  policy  of  our  church? 

Here  is  a  man  whose  childhood  memories  may  be 
of  dry,  uninteresting  sermons  and  disagreeable 
memoriter  work  in  Sunday  school.  He  does  not  attend 
church.  Here  is  another  who  declares  that  his  com- 
munity is  overchurched.  And  he  himself  attends  no 
church.  Here  is  still  another  who  looks  on  the  church 
with  a  sort  of  benevolent  patronage,  considering  it  a 
necessity  for  burials  and  weddings,  but  in  all  things 
else  almost  a  nuisance.  Here  is  one  who  calls  the  church 
an  institution  for  organized  begging — but  his  contribu- 
tions haven't  made  it  appear  so.  Here  is  one  indifferent 
to  the  church  because  one  church  he  knew  was  unre- 
sponsive to  its  opportunity,  lacking  a  modern  message. 
And  he  makes  no  effort  now  to  know  what  the  church 
is  doing. 

Have  we  no  answer  to  all  this? 

The  church  as  a  vital  institution  with  a  necessary 
message  must  be  brought  to  the  attention  of  such 
men  as  these.     The  idea  that  churches  thrive  on  cut- 


'  Dr.  Horace  Westwood. 


WHAT  TO  ADVERTISE  55 

throat  competition  with  each  other  must  be  replaced 
by  a  vision  of  church  cooperation  for  one  supreme 
cause.  The  opinion  that  church  unity  calls  for  the 
obliteration  of  denominational  lines  must  be  revised 
with  an  appreciation  of  the  fact  that  an  interchurch 
movement  presupposes  distinct  churches  as  its  com- 
ponent parts,  each  one  serving  those  persons  whose 
desires  and  temperaments  it  best  interprets.  The 
mental  image  of  church  members  who  '^sing  psalms 
all  day  Sunday  and  skin  their  neighbors  all  week  long" 
must  be  replaced  by  one  of  men  who  regard  all  their 
tasks  as  God-given.  The  accusation  of  self-seeking 
must  be  given  the  He  by  demonstration  of  unselfish 
service. 

And  our  answer  must  be  placed  efectively  before  the 
people  we  wish  to  convince. 

Advertise  religion. —  'The  big  problem  is  advertis- 
ing religion.  If  we  can  get  the  message  into  the  hearts 
of  men  the  church  as  an  institution  will  take  care  of 
itself.  Every  manifestation  of  modernity  in  thought 
and  tolerance  makes  for  desirable  copy.  To  news- 
papers, dogmatism  is  indeed  pup-ism  grown  up.  Thanks- 
giving services  are  a  first-page  event  in  Detroit  every 
year  because  all  faiths — Protestant,  Cathohc,  and 
Hebrew — come  together  in  this  festival  of  gratitude. 
United  in  endeavor,  the  churches  stand  a  chance  for 
space;  divided,  they  fall  into  the  wastebasket."^ 

Specimens  of  suitable  copy  are  given  on  pages  2>2> 
and  34.     Other  topics  might  be: 

Baptism  The  Church  and  the  State 

Family  Worship  Tithing 

The  Benevolences  Pew  Rentals 


♦  Mr.  James  T.  Schermerhorn,  publisher  the  Detroit  Times. 


S6  HANDBOOK  OF  CHURCH  ADVERTISING 

Religious  Education  Church  Cooperation 

The  Church  Ritual  Sabbath  Observance 

The  Budget  System  Music  in  the  Service 

The  Church  and  Education  The  Church's  Holy  Days 

The   Social    Creed   of   the  The  Value  of  Worship 

Church  The  Bible 

Our  Church  and  Community  Development 

But  we  cannot  stop  here.  The  stereotyped  church 
falls.  There  is  an  insistent  demand  for  definiteness 
in  service  suited  to  the  changing  as  well  as  the  perennial 
needs  of  the  people.  Advertising  calls  for  self -searching. 
If  we  have  no  more  to  advertise  than  regular  services 
on  Sunday,  with  a  revival  next  January,  advertising 
money  is  going  to  be  wasted.  This  is  no  day  for  new 
wine  in  old  bottles.  A  new  life  demands  a  fitting  policy 
by  the  church. 

Does  our  policy  meet  the  conditions?  Is  ours  a  city 
church  with  a  rural  program,  or  with  none  at  all,  or  one 
that  has  no  relation  to  the  particular  needs  of  the  city? 
Is  ours  a  church  in  an  industrial  center?  Is  our  constit- 
uency composed  of  college  students  or  of  retired  farmers? 
Is  the  church  downtown  or  suburban?  True,  the 
fundamental  message  is  the  same  for  all,  but  just  as 
the  religious  needs  of  a  community  differ  so  must  the 
religious  ministrations. 

Have  a  policy.    Advertise  it. 

THE  PROGRAM 

Policies  must  grow  into  programs.  If  the  poHcy  of 
the  Christian  Church  is  one  of  ministry  to  life,  there 
must  be  a  program  of  action  which  can  be  effectively 
presented  to  the  people  for  whom  it  exists.  The  problem 
of  presentation  has  different  aspects,  depending  upon 
whether  the  advertising  is  general  publicity  addressed 


WHAT  TO  ADVERTISE  57 

to  all  persons  through  a  medium  such  as  a  newspaper, 
whether  it  is  directed  to  the  constituency  of  the  church 
by  direct  advertising,  or  whether  it  is  specifically  di- 
rected to  those  outside  the  membership  of  the  church. 
There  are,  of  course,  certain  features  of  a  comprehensive 
program  which  are  the  same  in  appeal  to  all  classes. 

Good  copy. — The  possibilities  of  general  publicity 
through  the  newspapers  with  the  kind  of  copy  de- 
manded is  indicated  in  the  statement  of  Mr.  James  T. 
Schermerhorn:  /'One  downtown  church  produced  fine 
copy  by  getting  strangers  together  for  an  Acquaintance- 
ship Meeting  every  Sunday  evening.  The  idea  and  the 
resourceful  way  in  which  it  was  worked  out  in  an  at- 
tractive program  drew  such  crowds  that  the  church 
had  to  beg  the  newspapers  not  to  urge  any  more  to 
come  for  a  while.    Acceptable  stuff 

"There  are  thrilling  stories  of  the  missionaries,  who 
come  back  at  intervals  from  'over  there,'  the  mission- 
aries whom  Henry  W.  Grady  styled  the  'stoutest  apos- 
tles of  the  church.' 

"There  are  sermons  in  stones,  books  in  the  running 
brooks,  tongues  in  trees,  and  good  copy  in  the  collec- 
tion box.  How  many  follow  the  scriptural  tithing 
system?  What  sacrifices  contributors  with  scant  re- 
sources make  to  support  the  enterprises  of  the  church. 
Causes  to  which  the  collected  offerings  are  applied, 
and  the  distant  fields  to  which  they  go  upon  their 
errands  of  mercy,  education,  and  relief.  Here  are 
possibilities  for  the  feature  writer  dealing  with  that 
part  of  church  worship  which  prompted  the  police- 
man to  show  his  star  when  the  plate  was  passed  to  him. 
The  public  might  be  surprised  to  learn  that  there  are 
churches  that  give  as  much  or  more  to  benevolence 
than  to  the  maintenance  of  their  own  worship. 


58   HANDBOOK  OF  CHURCH  ADVERTISING 

''Just  why  the  photographer  is  excommunicated 
passes  understanding.  He  is  a  prehminary  factor  in 
everything  else,  sacred,  social  or  profane.  There  are 
resplendent  feast  days  and  ceremonials  in  the  sanctuary, 
Christmas,  Easter,  Children's  Days  which  should  be 
saved  to  the  larger  congregation  through  the  news- 
paper art.  Pictures  of  interior  church  scenes  on  the 
great  occasions  are  bound  to  be  acceptable." 

Educating  the  membership. — Frequently  there  is  a 
real  need  to  ''educate  the  congregation  concerning  the 
program  of  the  church.  Representatives  of  Sunday- 
school  classes,  basket-ball  teams,  young  people's  organ- 
izations should  make  announcements  of  their  activities 
from  the  pulpit  and  bulletin.  Committees  with  real 
achievements  to  their  credit  are  invited  to  make  pubUc 
reports,  using  time  during  the  morning  service.  This 
has  done  much  to  reveal  to  the  people  the  scope  and 
variety  of  the  work. 

"The  front  page  of  the  Bulletin  each  week  is  devoted 
to  the  'Pulpit  Editorial.'  This  is  a  brief  message  con- 
cerning the  achievements  of  the  problems  of  the  local 
church.  Each  one  aims  to  develop  loyalty  to  the  church, 
its  labors,  and  its  public  services.  Because  of  brevity 
the  little  editorial  is  eagerly  read.  Because  it  is  put 
into  the  hands  of  the  people  the  very  first  thing  of  the 
service  it  has  a  clear  field  in  which  to  present  its  appeal. 

"At  regular  intervals  space  is  used  to  present  som.e 
striking  facts  concerning  the  church  and  its  work. 
One  week  I  gave  a  statement  showing  the  •  number 
of  children  in  Sunday  school,  the  number  of  families 
reached  through  our  various  activities,  the  amount 
of  money  expended  during  the  previous  six  months, 
the  number  of  pastoral  calls  made,  the  number  of 
societies  and  committees  with  some  of  their  achieve- 


WHAT  TO  ADVERTISE 


59 


merits.  Each  week  record  is  kept  of  the  attendance 
at  all  meetings.  This  appears  next  week  under  the 
heading  'The  Church  Thermometer.'  Whenever  some 
member  of  the  church  enjoys  some  special  honor  or 
distinction  the  Bulletin  carries  a  mention  of  the  fact. 
This  is  especially  helpful  in  holding  the  interest  of  the 
young  people. 

Arousing  the  indifferent. — ''To  reach  the  indiffer- 
ent, you  must  advertise  where  the  indifferent  people 
are.  I  have  always  tried  to  make  the  street-car  adver- 
tising preach  a  sermon  first.  During  the  great  Minne- 
apolis Go-to-Church  Campaign,  we  used  four  cards 
with  copy  as  follows: 

(I)  (3) 


A  MAN  NEEDS  GOD 

In  times  like  these 
Go  to  Church  Sunday 


Why  live  in  God's  World 

WITHOUT  GOD? 
Go  to  Church  Sunday 


(2) 


(4) 


MAKE  MINNEAPOLIS 

A  CITY  OF  GOD 

Go  to  Church  Sunday 


FEBRUARY  29th 

God's  Extra  Day 

Go  to  Church  Sunday 


Each  of  these  cards  preached  a  brief  sermon  and  ex- 
tended an  invitation.    The  effect  was  remarkable. 

'Tt  is  also  possible  to  make  a  direct  appeal  to  a  man's 
conscience.  One  piece  of  our  advertising  carried  the 
query:  'How  much  is  your  money  costing  you?'  This 
was  followed  by  an  appeal  to  spend  some  time  in  the 
cultivation  of  the  higher  values.  'Make  your  Sundays 
show  a  profit,'  is  another  appeal  in  the  same  direction. 
*Is  your  boy  getting  as  much  as  your  father  gave  you?' 
is  a  very  effective  appeal  to  fathers.     'Would  you  live 


6o  HANDBOOK  OF  CHURCH  ADVERTISING 

in  a  churchless  town?  Are  you  helping  the  church  in 
your  town?'  are  fair  questions.  It  cannot  be  called 
'catchy'  copy,  but  it  starts  men  to  thinking."^ 

The  thrill  of  the  militant  church. — "The  new  pro- 
gram of  the  church  when  advertised  until  understood 
will  appeal  to  red-blooded  folks  by  its  call  to  man's 
implanted  spirit  of  service.  Recreational  rooms,  enter- 
tainment facihties,  education  and  industrial  training, 
Americanization  programs,  religious  education — these 
are  to  be  carried  on  appropriately  in  country,  city,  and 
congested  neighborhood. 

''Worship  must  be  shown  to  be  as  necessary  for  man's 
spiritual  health  as  sunshine  is  for  physical.  God's 
pardon  is  to  increase  man's  liberty  and  efficiency  and 
not  to  avert  future  punishment.  Prayer  is  to  bring 
to  man  all  necessary  optimism,  courage,  confidence,  and 
persistency.  Bible-reading  is  to  stimulate  high  ideals, 
stiffen  lofty  purposes,  and  to  bring  God  so  near  that 
men,  recognizing  themselves  to  be  sons  of  his,  become 
incapable  of  defeat.  Neglect  of  reHgion  must  be  shown 
to  mean  depreciation  of  abiHty,  undermining  of  con- 
fidence, weakening  of  judgment,  cheapening  of  per- 
sonaHty,  and  the  cheating  of  oneself  of  the  highest 
possible  energy. 

"The  false  notion  that  a  saint  is  a  halo-crowned 
hermit  must  be  supplanted  with  pictures  of  Florence 
Nightingale  on  bloody  battlefields;  John  Wesley  preach- 
ing to  miners  who  mobbed  him;  Wendell  Phillips  and 
Frances  Willard  maltreated  while  fighting  for  moral 
reforms;  Jacob  Riis  using  a  consecrated  pen,  and  Theo- 
dore Roosevelt  dominated  by  high  ideals,  but  keeping 
a  big  stick  handy  to  enforce  righteousness."^ 


»The  Rev.  Roy  L.  Smith,  D.D.,  Simpson  Methodist  Church,  Minneapolis. 
6  Dr.  Christian  F.  Reisner. 


WHAT  TO  ADVERTISE  6i 


THE  PRODUCT 

Much  church  advertising  fails  because  it  prates 
of  plans,  but  passes  over  actual  results.  It  is  always 
easy  to  talk  in  abstract  terms  of  the  glories  in  a  to- 
morrow that  may  never  come,  but  it  takes  honest 
effort  to  make  history.  Why  is  it  that  records  of  per- 
formance make  the  best  copy  for  automobile  adver- 
tisements? Why  do  the  patent-medicine  people  advertise 
cures?  It  is  because  folks  respond  to  this  kind  of  ad- 
vertising. They  want  cars  that  go.  They  want  to  be 
cured.  The  most  effective  evangeHsts  of  the  church 
have  been  those  who  could  speak  from  their  own  religious 
experience.  The  best  advertisement  of  a  church  is 
the  Christian.  And  the  best  copy  for  church 
advertisements  is  that  which  sets  forth  the  actual 
work  done. 

Results  attract. — Advertisers  who  indulge  in  copy  of 
the  promissory-note  type  might  well  recall  the  story 
of  the  man  whom  Christ  healed  of  leprosy:  ''And  he 
straitly  charged  him,  and  forthwith  sent  him  away; 
and  saith  unto  him,  See  thou  say  nothing  to  any  man: 
but  go  thy  way.  .  .  .  But  he  went  out,  and  began  to 
publish  it  much,  and  to  blaze  abroad  the  matter,  inso- 
much that  Jesus  could  no  more  openly  enter  into  the 
city,  but  was  without  in  desert  places;  and  they  came 
to  him  from  every  quarter"  (Mark  i.  43-45).  Few 
records  of  advertising  can  boast  of  better  results. 

In  your  copy  emphasize  results.  What  does  religion 
do  for  a  man?  What  does  it  do  for  a  community? 
What  does  it  do  for  society?  Has  it  changed  lives? 
Has  it  "done  it  unto  the  least  of  these  my  brethren"? 
Has  it  raised  social  standards?  What  evidence  is  there 
that  the  church  is  succeeding? 


62  HANDBOOK  OF  CHURCH  ADVERTISING 

Proper  modesty. — To  be  sure,  there  is  a  proper  sense 
of  modesty  which  will  keep  us  from  cheapening  the 
sacred  work  of  the  church  by  boasting.  We  may  not 
point  to  this  man  of  the  community  and  say  he  is  a 
shining  example  of  what  Christianity  does  for  a  man. 
That  is  purely  a  personal  matter;  but  we  can  use  his- 
toric examples,  or  in  an  impersonal  way  refer  to  other 
special  instances.  The  work  of  the  church  on  the 
mission  field  can  be  set  forth  concretely.  Social  service 
may  be  suggested  as  a  very  definite  way  in  which  the 
gospel  works.  The  service  of  the  church  as  a  whole 
should  be  constantly  reiterated.  And  by  ''church" 
is  meant  not  any  one  denomination,  but  the  church  at 
large,  for  we  wrestle  not  against  other  churches,  but 
against  the  dark  powers  of  this  world. 

Learning  from  others. — Whenever  you  see  an  ad- 
vertisement that  tells  of  things  done,  ask  yourself, 
''What  is  there  in  our  church  work  which  may  be  treated 
of  similarly?"  Every  advertiser,  every  feature  writer 
on  a  newspaper  is  constantly  on  the  alert  for  that 
indefinable  something  known  as  "human  interest." 
The  work  of  the  church,  when  properly  done,  is  nothing 
if  it  is  not  running  over  with  human  interest.  Now 
and  then  these  interests  are  reflected  in  or  suggested 
by  the  material  included  in  publicity  programs.  New 
types  of  experience,  new  attitudes,  new  relationships — 
these  are  the  victories  of  truth.  Transformed  life  is 
the  work  of  the  church.  It  is  also  the  church's  most 
direct  and  powerful  appeal.  If  a  steel  corporation 
considers  it  profitable  to  use  space  to  tell  of  the  spirit 
of  goodwill  which  is  bred  in  its  institution,  why  should 
not  a  church  tell  of  that  exalted  fellowship  which  is 
so  characteristically  its  product? 
None  but  the  most  characteristically  Christian  tone 


WHAT  TO  ADVERTISE  63 

and  treatment  should  be  permitted  for  church  adver- 
tising. The  publicity  of  many  churches  suggests  chiefly 
how  not  to  do  it.  Practical  considerations  make  it 
necessary  to  count  the  loss  as  well  as  the  gain  in  the 
use  of  questionable  methods.  No  church  should  permit 
itself  to  be  drawn  into  competition  upon  a  vulgar  basis. 
Many  of  the  ministrations  of  religion  defy  imprison- 
ment in  cold  type,  and  we  prize  them  because  they  are 
too  fine  to  be  expressed  in  a  material  way;  and  yet 
we  may  be  sure  that  the  more  clearly  we  let  the  indi- 
vidual know  what  the  reHgion  of  Jesus  Christ  can  do 
for  him,  the  more  quickly  will  His  kingdom  come;  the 
more  concretely  we  inform  society  of  the  contribution 
of  the  church,  the  more  speedily  will  His  will  be  done 
on  earth. 


CHANNELS  OF  PUBLICITY 

The  Pulpit 
Its  function 
''Minute  Men" 

Direct  Advertising 
The  letter 
The  church  bulletin 

Display  Advertising 
Outdoor  advertising 
Newspaper  advertisements 

Publicity  in  Periodicals 

What  constitutes  acceptable  copy 

An  example  of  good  publicity 

The  editor  and  the  preacher  join  hands 

The  Moving  Picture 
A  universal  language 
Proper  use  of  the  parable 


CHANNELS  OF  PUBLICITY 

The  director  of  the  church's  advertising  very  properly 
asks,  ''What  is  the  method  of  publicity  which  will 
bring  the  largest  returns  for  our  investment?"  That 
is  a  fundamental  question  for  all  advertising  whether 
it  be  of  a  commercial  or  religious  nature. 

No  hard-and-fast  rule  can  be  laid  down.  In  some 
localities  one  method  of  advertising  will  have  a  marked 
superiority  over  all  others.  In  some  places  a  combina- 
tion of  methods  will  prove  most  satisfactory.  Ingenuity 
of  adaptation  is  the  quality  for  which  all  advertisers 
strive. 

The  present  consideration  of  the  various  media  of 
publicity  is  designed  to  point  out  the  particular  goals 
in  the  advertising  of  the  church,  for  which  special 
forms  of  advertising  are  most  suited.  In  applying 
these  suggestions  to  a  local  problem  certain  questions 
should  receive  primary  consideration:  What  is  the 
object  we  wish  to  attain?  Is  it  to  fill  the  church?  Is 
it  to  cultivate  a  certain  attitude  regarding  the  church? 
Is  it  to  carry  the  message  to  a  wider  group?  Is  it  to 
be  educative  in  character?  And  for  all  advertising, 
it  should  be  remembered  that  to  reach  any  particular 
group  of  people  requires  that  we  advertise  where  those 
people  are. 

THE  PULPIT 

The  channel  of  publicity  most  accessible  to  the 
church  is  the  pulpit.  It  gets  the  attention  of  many 
people  regularly,  and  under  favorable  conditions. 

67 


68   HANDBOOK  OF  CHURCH  ADVERTISING 

Its  function. — The  use  of  the  pulpit  for  advertising 
purposes  is  essentially  that  of  placing  the  complete 
program  of  the  church  before  its  own  constituency 
or  calling  that  program  to  the  attention  of  the  stranger 
who  happens  to  be  within  the  gates.  A  recognition 
of  the  necessity  for  this  task  should  not  be  lessened 
either  by  a  desire  to  preserve  the  service  of  worship 
from  interruption  and  incongruity  or  by  abuse  of  the 
plan  through  making  it  a  carryall.  This  use  of  the 
pulpit  is  essential  in  any  forward  movement.  It  is  of 
incalculable  value  in  acquainting  the  new  attendant 
with  the  work  of  the  church. 

Successful  pulpit  publicity  consists  in  properly  pub- 
lishing that  which  is  worthy  of  emphasis.  Make  the 
members  of  the  congregation  feel  that  pulpit  announce- 
ments are  something  of  special  interest.  Insist  upon 
carefully  prepared  announcements  given  according  to 
a  clearly  formed  plan.  A  cluttered  batch  of  announce- 
ments cheapens  the  whole  service.  If  some  department 
of  the  church  has  a  new  program,  if  it  has  a  remarkably 
good  report,  it  is  well  to  have  attention  called  to  it 
by  some  one  who  can  do  it  quickly  and  effectively. 

"The  pulpit  may  be  profitably  used  to  give  pub- 
licity to  special  features  of  the  church's  program.  The 
people  in  the  pews  should  be  made  familiar  with  the 
facts  concerning  it.  This  calls  for  authoritative  knowl- 
edge on  the  part  of  the  one  who  makes  an  announce- 
ment. The  speaker,  the  music,  the  singers,  the  place, 
the  date,  and  every  outstanding  feature  of  special 
meetings  should  be  constantly  kept  before  the  con- 
gregation. Naturally,  this  method  of  publicity  should 
be  used  in  the  Sunday  school,  young  people's  society, 
and  similar  organizations."^ 

I  The  Rev.  S.  Walters  McGill. 


CHANNELS  OF  PUBLICITY  69 

"Minute  Men." — One  of  the  most  recent  develop- 
ments of  pulpit  publicity  was  the  laymen's  organization 
known  as  the  Methodist  Minute  Men,  created  to  pro- 
mote the  interests  of  the  Centenary  Movement.  They 
were  directed  by  Dr.  Christian  F.  Reisner,  president 
of  the  church  advertising  section  of  the  Associated 
Advertising  Clubs  of  the  World,  on  a  plan  similar  to 
the  Government  Four-Minute  Men  who  did  such 
valuable  service  during  the  war. 

''The  Methodist  organization  reached  a  membership 
of  more  than  sixty-five  thousand,  whereas  the  organ- 
ization of  the  government  did  not  at  any  time  exceed 
seventy-five  thousand.  In  this  group  no  preachers 
and  women  were  admitted.  These  men  made  five- 
minute  speeches  at  many  of  the  church  services  for 
some  weeks  preceding  and  during  the  week  of  the 
intensive  financial  drive,  presenting  in  terse,  meaty 
speeches  the  story  of  the  Centenary  from  the  standpoint 
of  the  business  man,  or  the  man  in  the  pew."^ 

In  many  communities  these  men  still  constitute 
a  force  which  can  be  called  into  service  whenever  the 
work  of  the  church  in  its  local  or  connectional  interests 
is  sufficient  to  justify  it. 

DIRECT  ADVERTISING 

The  letter. — As  regards  constituency,  there  is  no 
limitation  on  this  method  of  publicity,  whether  di- 
rected to  the  communicant  or  to  the  noncommunicant. 
'Tn  the  letter  the  church  advertiser  has  the  most  power- 
ful single  medium  possible,  because  the  letter,  whether 
processed  as  a  form  letter  by  mimeograph,  Rotospeed, 
or  duplicator,  or  whether  personally  written,  carries 
with  it  the  personal  element  of  an  individually  dupli- 

» John  T.  Brabner  Smith. 


70  HANDBOOK  OF  CHURCH  ADVERTISING 

cated  and  individually  typewritten  appeal.  This  is 
always  effective,  even  though  the  letter  may  not  be 
filled  in  with  the  personal  name  of  the  recipient. 

'The  church  will,  of  course,  provide  itself  with  a 
complete  mailing  list  of  its  members  and  of  its  prospective 
members.  Besides  this  there  should  be  classified  lists 
of  the  various  departments  of  the  church,  such  as  the 
young  men's  club,  the  young  women's  club,  the  Ladies' 
Aid  Society,  the  junior  organizations,  etc.  The  matter 
of  lists  is  of  vital  importance,  as  upon  the  lists  depends 
to  a  great  extent  the  success  of  an  advertising  campaign. 

"The  letters  sent  out  by  a  church  should  always 
be  carefully  produced  and  signed  in  ink  with  the  name 
of  the  pastor  or  some  official  of  the  church.  They  need 
not  be  signed  individually  by  that  individual,  but  his 
name  should  be  filled  in,  so  as  to  give  them  the  great- 
est possible  personal  effect. 

^^ Every  letter  should  have  a  definite  subject,  and  that 
subject  should  be  presented  in  a  concise,  brief  way, 
but  thoroughly  telling  the  story.  A  series  of  letters 
should  be  a  continued  story,  every  letter  being  a  chapter. 
And  letter  advertismg  should  constitute  a  series.  It 
is  the  follow-up  that  counts  in  letter  advertising  just 
as  it  does  in  advertising  through  house  organs  or  in 
newspapers. 

'Tt  is  of  the  very  greatest  importance  to  have  the 
idea  of  the  letter  expressed  in  the  first  paragraph  or  at 
the  very  beginning  of  the  letter.  Then  if  the  entire 
letter  is  not  read  that  one  thought  which  Hes  behind 
the  letter  can  be  put  across. 

**When  possible,  inclosures  can  be  used  to  fine  ad- 
vantage with  the  letter,  as  they  present  additional 
information  which  the  letter  cannot  be  made  to  carry 
without  overloading  it.    This  information  can  be  brought 


CHANNELS  OF  PUBLICITY  71 

out  in  illustrations  as  well  as  type  matter,  and  can 
be  made  interesting  and  attractive  and  carry  valuable 
additional  appeals  in  behalf  of  the  church."^ 

Dr.  Roy  L.  Smith,  of  Simpson  Methodist  Episcopal 
Church,  Minneapohs,  reports  having  thus  distributed 
thousands  of  copies  of  leaflets  relating  to  missions, 
tithing,  family  worship,  temperance,  and  other  matters 
of  general  educational  value  in  the  work  of  the  church. 

''There  are  many  who  claim  that  two-cent  postage 
with  its  undoubted  superiority  in  the  personal  effect 
secured  is  a  better  investment  than  using  one-cent 
postage  with  patent  Neo-style  type  of  envelopes.  But 
for  the  average  church  letter  one-cent  postage  is  effective 
in  securing  necessary  delivery  and  the  fact  that  the 
letter  is  from  the  church  should  be  of  sufficient  interest 
to  insure  for  it  a  reception  and  a  reading  by  the  average 
person  addressed. 

"In  any  considerable  amount  of  advertising  the 
cost  of  two-cent  stamps  over  one-cent  stamps  would 
become  a  considerable  item  in  a  year's  time;  and  if 
this  saving  could  be  put  into  copy  and  the  literature 
in  the  shape  of  strong,  well-supervised  letters,  careful 
mechanical  work,  and  good  paper,  the  results  will  be 
satisfactory."^ 

Basing  his  statement  on  the  result  of  continued 
experiment  and  observation,  Dr.  Horace  Westwood, 
Pastor  of  the  First  Unitarian  Church,  Toledo,  declares 
letter  advertising  to  be  the  best  form  of  direct  personal 
advertising  when  written  intimately  and  otherwise  care- 
fully prepared.  The  letters  become  a  regular  feature  of 
the  church  Hfe  to  the  member  and  they  are  partly  respon- 
sible for  making  permanent  additions  to  the  congregation. 


3  Mr.  Homer  Buckley,  of  the  Buckley,  Dement  and  Company,  Direct  Mail  Ad- 
vertising Experts,  Chicago,  Illinois. 


72   HANDBOOK  OF  CHURCH  ADVERTISING 

The  church  bulletin. — This  method  of  publicity  is 
probably  the  form  most  commonly  used  to-day,  and 
one  may  get  any  number  of  suggestions  by  studying 
the  various  specimens  which  are  easily  secured.  Few 
bulletins,  however,  attain  their  maximum  amount  of 
usefulness,  and  three  common  faults  may  be  pointed 
out.  These  are  a  waste  of  space  by  constant  repetition 
of  directories  or  other  form  matter,  an  undue  proportion 
of  space  devoted  to  the  order  of  worship,  and  an  un- 
necessary restriction  in  circulation. 

Publication  of  the  church  officiary  is  undoubtedly 
valuable,  but  once  a  month  is  surely  sufficient,  while 
in  most  cases  a  quarterly  publication  of  it  is  all  that 
a  carefully  considered  plan  of  pubHcity  would  author- 
ize. How  large  a  space  may  be  devoted  to  the  order 
of  worship  should  be  determined  by  the  amount  of 
money  available  for  advertising  purposes  and  by  the 
relative  value  of  other  items  that  might  be  used.  The 
average  church  bulletin  circulates  only  among  those 
who  attend  church.  It  is  an  enterprising  director  who 
sees  to  it  that  Saturday's  mail  takes  to  the  people  of 
a  community  a  bulletin  of  church  news,  with  especial 
emphasis,  of  course,  on  the  services  of  the  morrow. 
The  cost  of  additional  copies  for  distribution  at  the 
service  is  relatively  small,  for  the  initial  cost  of  com- 
position is  the  big  item. 

A  weekly  publication  may  be  admitted  to  the  mails 
at  second-class  rates,  making  the  cost  of  postage  rel- 
atively insignificant.  This  fact  is  of  immense  value 
to  the  church  which  pubKshes  a  weekly  bulletin.  It 
should  not  overlook  the  opportunity  thus  afforded. 
AppHcation  for  second-class  privileges  can  be  made 
at  your  local  post  office. 

The  loss  due  to  poorly  used  space  becomes  more 


CHANNELS  OF  PUBLICITY 


73 


apparent  as  one  studies  the  uses  to  which  it  might 
have  been  put.  Items  of  parish  interest,  brief  pulpit 
editorials,  short  poems,  inspiring  thoughts,  preserva- 
tion of  facts  and  figures  indicate  the  wide  range  of 
suitable  material. 


INFORMATION  FOR  THE  PASTOR: 


Recently 

come  to 
the  city 


Desire  to 
Unite  with 
the  Church 


Send 

Church 

Envelopes 


Have  moved 

to  address 

below 


Sick 


Name 


Address 


Please  check  with  an  X  and  drop  in  the  collection  basket  or  mail. 

WORTH  THE  SPACE  IT  TAKES 

The  educational  possibilities  of  the  church  bulletin 
cannot  be  measured.  Statistics  on  missions,  on  church 
progress,  and  similar  matters  are  not  always  realized 
when  given  orally  in  a  sermon,  but  if  these  are  concisely 
set  forth  in  the  bulletin,  they  will  be  appreciated  and 
perhaps  filed  for  reference.  The  laws  of  good  display 
hold  good  for  the  bulletin  and  overcrowding  is  to  be 
avoided.  Yet,  relatively  speaking,  the  church  bulletin 
may  be  more  compact  in  its  make-up,  for  it  is  the  most 
carefully  and  most  completely  read  piece  of  publicity 
known.  The  reader  is  unhurried  and  somewhere  before 
or  after  the  church  service  he  will  find  time  to  read 
every  line  in  it  which  he  finds  of  interest.  It  is  not  too 
much  to  say  that  the  church  bulletin  is  the  most 
potential  piece  of  direct  but  impersonal  advertising  in 
the  advertising  world. 


74   HANDBOOK  OF  CHURCH  ADVERTISING 

DISPLAY  ADVERTISING 

^^'Fo  reach  indifferent  people,  you  will  have  to  advertise 
where  the  people  are.''^  This  opens  to  the  church  ad- 
vertiser the  entire  realm  of  moving-picture  slides, 
street-car  advertisements,  bulletin  boards,  banners, 
newspaper  advertisements,  and  posters  of  all  descrip- 
tions. Even  a  sign  painted  on  the  sidewalk  will  be 
found  to  be  an  effective  means  of  attracting  attention. 
'The  use  of  display  advertising  is  limited  only  by  one's 
energy  and  ingenuity."^ 

Outdoor  advertising. — This  is  the  day  of  outdoor 
advertising.  People  are  flocking  to  the  towns  and 
cities  where  they  are  continually  using  street  cars  or 
automobiles.  Those  who  do  remain  in  the  country 
are  visiting  town  more  often  than  formerly  due  to  the 
modern  means  of  transportation,  and  the  development 
of  good  roads.  These  facts  mean  that  increasingly, 
outdoor  advertising  will  reach  people  where  they  are. 

Our  wartime  experience  demonstrated  its  tremendous 
power.  Wherever  one  turned,  moral  issues  were  being 
sold  to  the  people  by  posters  and  painted  pubHcity. 
The  Liberty  Loan  drives,  the  Armenian,  Syrian  Reliefs, 
the  United  War  Work  Campaign,  and  the  Red  Cross 
turned  to  posters  when  they  needed  big  help. 

'Why  is  it  that  posters  are  so  effective?  It  is  because 
outdoor  advertising  makes  a  universal  appeal  to  two 
very  elemental  traits  in  human  nature.  Colors  and 
size  predominate.  They  are  both  elemental  appeals^ 
whether  a  man  be  a  university  graduate  or  ilKterate, 
whether  white  or  black,  whether  born  here  or  in  another 
country.  Colors  please.  We  all  like  the  rainbow,  the 
green  grass,  the  blue  sky,  the  sunset.     Think  of  how 

*  The  Rev.  Roy  L.  Smith,  Minneapolis. 
5  The  Rev.  S.  Walters  McGill,  Nashville. 


CHAxNNELS  OF  PUBLICITY  75 

size  impresses;  the  big  metropolis,  the  Rockies,  the 
Woolworth  building,  the  ocean,  the  statue  of  Liberty. 
Size  is  a  most  remarkable  thing  to  the  mind." 

In  all  of  the  forward  movements  in  the  various 
churches  posters  were  much  used.  ''The  Methodist 
Centenary  made  use  of  a  series  of  posters  in  from  two 
to  eight  colors  that  were  displayed  in  bulletin  boards 
in  front  of  the  churches.  Those  churches  that  did  not 
have  the  bulletin  boards  outside  the  church  suitable 
for  these  posters  were  sent  specially  prepared  oak 
bulletin  boards,  which  were  sold  at  cost,  and  thus  the 
posters  were  given  an  effective  showing  for  a  period 
of  twenty  weeks,  one  week  for  each  poster."^ 

There  is  no  reason,  however,  why  a  church's  bulletin 
board  activity  should  cease  at  any  time  unless  the 
activity  of  the  church  itself  has  ceased.  In  other  fields 
if  an  institution  finds  the  demands  for  its  output  greater 
than  it  can  supply,  it  immediately  advertises  that 
fact,  and  meanwhile  sets  itself  to  increase  its  plant 
to  care  for  an  even  greater  volume  of  business.  And, 
surely,  the  church  which  contemplates  any  outdoor 
advertising  will  see  to  it  that  on  the  exterior  of  the 
church  is  some  means  of  identification  so  that  it  will 
be  recognized  as  the  church  which  is  behind  the  pro- 
gram of  Christian  service  advertised.  This  does  not  call 
for  any  gaudy  plastering  with  flaming  posters.  It  does 
not  call  for  anything  that  would  improperly  represent 
the  goods  which  the  church  has  for  sale.  But  a  bulletin 
board  with  its  weekly  message  can  be  a  real  means 
of  furthering  the  interests  of  the  Kingdom.  A  revolving 
gold  cross,  or  an  electrically  lighted  emblem  represents 
the  more  elaborate  types  suitable  for  church  use.  How 
much  a  lighted  cross  could  mean  in  some  communi- 

« John  T.  Brabner  Smith. 


76  HANDBOOK  OF  CHURCH  ADVERTISING 

ties    as   a   symbol   of   the   service   which   a   church   is 
rendering ! 

The  Wayside  Pulpit. — The  root  of  the  idea  of  the 
Wayside  Pulpit  is  for  churches  to  adopt  bulletin  boards 
of  a  uniform  size  so  that  one  printer  can  print  sheets 
for  all  of  them.  This  plan  was  originated  by  the  Rev. 
Henry  Hallam  Saunderson.  The  idea  was  received 
with  enthusiasm,  and  now  there  are  hundreds  of  churches 
of  ten  different  denominations  which  have  adopted 
the  Wayside  Pulpit,  of  which  Mr.  Saunderson  is  the 
manager.  The  sheets  are  32  inches  by  44  inches,  the 
long  way  horizontal.  The  churches  change  the  sheets 
every  week.  The  sheets  are  mailed  about  ten  at  a 
time  to  cover  that  number  of  weeks. 

The  sentences  printed  on  the  sheets  are  selected  to 
express  the  great  thoughts  of  religion  in  a  very  effective 
way.  Some  men  have  had  counts  made  of  the  people 
who  stop  to  read  the  sentences,  and  it  is  estimated 
that  more  than  two  million  people  every  week,  in 
American  cities,  receive  the  message  of  the  Wayside 
Pulpit. 

The  same  bulletin  board  which  carries  the  sentence 
may  be  adapted  to  the  announcement  of  the  sermon 
subjects  the  latter  part  of  the  week.  Many  ministers 
have  a  Wayside  Pulpit  sheet  posted  on  Sunday  night 
and  then,  on  Friday,  post  the  sermon  announcements. 
People  who  become  interested  in  the  sentences  read 
also  the  announcements.  The  average  church  bulletin 
board  is  empty  most  of  the  time.  The  result  is  that 
people  form  the  habit  of  passing  by  without  ever  reading 
it.  The  Wayside  Pulpit  is  always  saying  something 
worth  while.  The  result  is  that  millions  of  people  are 
forming  the  habit  of  always  reading  it.  To  build  an 
effective  church  bulletin  board  is  an  achievement;  but 


Courtesy  American  Unitarian  Association,  25  Beacon  Street,  Boston 


CHANNELS  OF  PUBLICITY  77 

to   build   these   habits  in  human  beings  is  a  greater 
achievement. 

Part  of  the  complete  equipment  of  the  Wayside 
Pulpit  is  a  well-built  changeable  letter  device  for  the 
local  announcements  of  the  church. 

Newspaper  advertisements. — Here  we  have  the 
greatest  medium  for  advertising  if  our  object  be  the 
immediate  gathering  of  a  crowd,  or  the  filling  of  the 
empty  pews,  according  to  Dr.  Horace  Westwood, 
pastor  of  the  First  Unitarian  Church,  Toledo.  "Use 
large  spaces  if  finances  will  permit,"  he  urges.  **Yet 
large  display  with  poor  copy  is  not  half  as  effective 
as  small  display  with  good  copy.  A  two-inch  double 
column  is  just  as  effective  in  making  an  announcement 
of  a  sermon  as  three  times  the  space,  providing  the 
advertisement  is  distinctive  and  not  too  crowded. 

"The  trouble  with  most  display  church  advertising 
is  that  it  contents  itself  with  simply  making  an  announce- 
ment of  a  sermon  topic,  trusting  that  the  topic  will 
draw  the  crowd.  Few  there  are  who  can  tickle  the 
public  palate  with  sermon  topics.  The  more  effective 
way  is  the  educational  way.  The  immediate  results 
will  be  less  gratifying,  perhaps,  but  the  cumulative 
effect  will  be  greater.  Church  advertising  to  be  elective  J 
should  he  based  upon  the  conveying  of  ideas  rather  than 
making  public  announcements." 

The  efficacy  of  newspaper  advertising  for  religious 
wares  was  well  demonstrated  in  connection  with  the 
Methodist  Centenary  celebration  at  Columbus.  Upon 
the  advice  of  Mr.  WilHam  C.  Rankin,  advertising 
counselor  in  New  York  City,  every  daily  paper  in  Ohio 
was  used  with  the  exception  of  Sunday  editions.  Some 
of  the  Indiana  daihes  were  used  in  addition  to  some 
selected  papers  situated  in  large  manufacturing  centers. 


78  HANDBOOK  OF  CHURCH  ADVERTISING 

On  July  4  there  was  a  prize-fight  held  at  Toledo.  It 
had  been  heralded  throughout  the  country  on  every 
sporting  sheet.  It  had  been  predicted  that  the  Toledo 
affair  would  have  an  attendance  of  one  hundred  thousand 
while  the  Centenary  exhibition  would  be  under-patron- 
ized. The  results  showed  only  forty  thousand  at  To- 
ledo and  one  hundred  and  twenty-five  thousand  at 
Columbus. 

One  natural  outgrowth  of  purchasing  space  in  the 
advertising  columns  will  be  the  increased  attention 
given  to  religious  events  in  the  news  columns.  Not 
only  is  there  an  element  of  ^^quid  pro  quo'^  in  this  con- 
dition, but  the  very  fact  that  a  church  has  started  to 
advertise  will  be  an  indication  to  the  editor  that  it 
has  a  live  message  worthy  of  increased  attention. 

PUBLICITY  IN  PERIODICALS   AND   NEWSPAPERS 

The  age  in  which  we  live  is  propaganda-ridden. 
So  flooded  are  newspapers  and  periodicals  with 
''colored"  stories  of  all  sorts  that  publication  in  itself 
cannot  be  considered  as  a  guarantee  of  pure  motives. 
Yet  such  a  condition  far  from  being  discreditable  of 
the  press,  is  a  tribute  to  its  power.  As  for  us  an  ag- 
gressive attitude  must  be  taken.  ''Be  ye  not  over- 
come with  evil,  but  overcome  evil  with  good."  We 
must  always  bear  in  mind  the  fact  that  publicity  of 
itself  is  not  an  end,  but  a  means  to  an  end,  and  that 
all  freedom  of  speech  rests  upon  the  assumption  that 
the  best  test  for  truth  is  its  ability  to  endure  the  search- 
light of  pitiless  publicity.  The  only  antidote  for  the 
prostitution  of  the  power  of  the  press  is  its  redemption 
by  making  it  the  organ  to  promulgate  the  truth.  It  is 
not  representation  that  we  are  to  fear;  it  is  wwrepre- 
sentation. 


CHANNELS  OF  PUBLICITY  79 

What  constitutes  acceptable  copy. — The  problem 
of  the  average  church  advertising  director  is  to  get 
his  copy  accepted.  This  involves  three  things:  the 
attitude  of  the  newspaper,  the  way  in  which  the  copy 
is  prepared,  and  the  inherent  value  of  the  news.  The 
last  is  by  far  the  most  important.  No  more  author- 
itative statement  on  this  subject  can  be  found  than 
that  made  by  Mr.  James  Brown,  editor  of  Editor  and 
Publisher,  at  the  Church  Department  of  the  Associated 
Advertising  Clubs  of  the  World.    It  follows: 

''The  great  trinity  of  moral  and  educational  forces 
touching  the  American  home  and  vitally  affecting  the 
youth  and  man-power  of  the  nation  is  the  church, 
the  school,  and  the  newspaper,  each  essential  to  the 
highest  development  of  the  other — all  interdependent. 

"The  attitude  of  the  newspaper  to  the  church  may 
perhaps  be  best  illustrated  by  the  fact  that  in  a  recent 
joint  campaign  of  thirty  denominations  to  raise  large 
funds  for  church  and  missionary  activities,  more  than 
six  thousand  newspapers  cooperated  whole-heartedly  and 
freely  without  any  compensation  whatever,  and  eight 
hundred  and  fifty  of  these  newspapers  published  edi- 
torials favorable  to  the  movement. 

'Tt  may  be  safely  asserted  that  the  newspapers  are 
altogether  friendly  and  sympathetic  to  the  churches. 
The  reason  they  do  not  print  more  so-called  church  news 
is  because  the  average  church  message  lacks  vitality.  As 
a  rule,  it  is  weak-kneed  and  pussy-footed. 

"This  fact  is  transparently  obvious  when  viewed 
at  the  copy  desk  in  competition  with  the  hundreds  of 
messages  from  live,  strenuous,  intense  people  whose 
views  and  activities  fairly  clamor  to  be  mirrored  in 
the  small  amount  of  space  which  the  editor  has,  these 
high-cost  days,  at  his  disposal. 


8o  HANDBOOK  OF  CHURCH  ADVERTISING 

"Don  C.  Seitz,  the  business  manager  of  the  New 
York  World,  known  wherever  the  newspaper  is  printed 
as  the  discoverer  of  the  agate  Hne,  has  said: 

"There  is  no  answer  to  this  question  outside  of  the 
churches  themselves.  If  they  are  able  to  rouse  sufficient 
interest  by  operations  to  attract  editorial  attention,  the 
return  in  space  I  am  sure  will  be  quite  adequate. 

"The  need  of  the  hour  is  for  a  militant  Christianity 
and  press.  O  for  a  John  the  Baptist  or  an  apostle 
Paul!  Too  many  ministers  are  like  the  Roman  gov- 
ernors Felix  and  Festus — Villing  to  show  the  Jews  a 
pleasure' — and  so  they  go  about  'showing  a  pleasure' 
to  every  one  they  meet  by  agreeing  on  almost  every 
subject  instead  of  declaring  to  all  men  all  the  time 
their  divine  mission  and  continually  reiterating  the 
age-old  story  for  which  a  hungry  world  is  athirst. 

"Paul  was  so  vigorous  and  intent  on  his  ministry 
that  he  was  called  a  'pestilent  fellow,'  a  'preacher  of 
sedition,'  a  'ringleader  of  the  Nazarenes.'  0  for  more 
Pauls  in  present-day  ministry!  Mankind  is  hungering 
for  the  truth.     Paul's  cause  goes  marching  on. 

"Editors  of  American  newspapers  occupy  the  front 
trenches  in  the  fight  for  public  good.  They  have  sensed 
the  lack  of  sincerity  and  vitality  in  the  average  church- 
man and  have  classed  their  leaders  and  their  messages 
as  largely  impotent. 

"A  friend  of  mine,  the  sales  manager  of  a  big  news- 
paper supply  house,  told  me  at  luncheon  the  other 
day  that  in  his  career  as  salesman  and  manager  during 
the  past  twenty  years  he  probably  had  become  in- 
timately acquainted  with  upwards  of  five  hundred 
preachers,   and   that   most   of-  them  were  poUticians. 


CHANNELS  OF  PUBLLCITY  8i 

Not  more  than  twenty-five,  he  thought,  were  in  deadly 
earnest,  absolutely  sincere/ 

"If  further  evidence  of  the  ineffectiveness  of  the 
average  church  is  desired,  why  not  consider  the  fact 
that  the  enrolled  membership  of  evangelical  churches 
in  America  amounts  to  25,000,000,  the  Catholics  an- 
other 15,000,000 — a  total  of  40,000,000,  affiliated  with 
churches  out  of  a  total  population  of  over  105,000,000? 

"In  New  York  city,  with  a  population  of  7,000,000, 
the  church  membership  is  1,200,000,  including  the 
Catholics,  with  a  Protestant  membership  of  less  than 
400,000. 

"The  reason  the  newspapers  do  not  print  more  so- 
called  church  news  is  not  the  fault  of  the  newspapers, 
I  say,  but,  rather,  the  fault  of  the  churches. 

"  What  would  God  do  about  it?'  would  make  a  lively 
theme  for  a  series  of  sermons  that  would  get  on  the 
first  pages  of  American  newspapers  if  they  proclaimed 
vigorously  the  truth  that  Christ  died  for  you  and  me 
and  that  his  philosophy  contains  the  solvent  for  all 
the  evils  and  ills  that  beset  the  flesh. 

"Moreover,  that  sort  of  vital,  militant  Christianity 
with  members  of  churches  boldly  proclaiming  their 
faith  and  fearlessly  declaring  for  righteousness  would 
result  in  the  appointment  of  a  competent  staff  man  or 
woman  on  a  good  salary  to  specialize  upon  religion; 
such  a  one  would  know  churches  in  general  and  local 
churches  in  particular. 

"Newspapers  will  seek  church  news  and  feature  it 
when  it  is  made  vital,  containing  the  divine  spark  of 
truth  for  which  the  world  seeks.  Until  then  I  am 
inclined   to   think   that  most   church   advertising  is   a 

'  It  is  the  author's  opinion  that  either  this  friend  of  Mr.  Brown's  was  unfortunate 
in  his  ministerial  acquaintances,  or  else,  unconsciously,  he  judged  them  by  inap- 
plicable standards  of  earnestness  and  sincerity. 


82   HANDBOOK  OF  CHURCH  ADVERTISING 

sheer  waste  of  money  because  the  church  is  'not  making 
good'  its  advertising." 

An  example  of  good  publicity. — The  possibilities  of 
publicity  through  periodicals  is  indicated  in  the  recep- 
tion accorded  the  article  ''Civilization  Imperiled," 
published  in  the  Saturday  Evening  Post  just  as  the 
intensive  financial  campaign  of  the  Methodist  Cen- 
tenary was  beginning.  "The  attention  of  the  Centenary 
Publicity  Department  was  called  to  this  article  in 
letters  from  all  parts  of  the  country;  college  professors 
discussed  it  with  their  classes;  pastors  read  it  to  their 
congregations  at  their  evening  services.  It  provoked 
editorials  in  papers.  Even  one  of  the  area  secretaries, 
ignorant  of  its  origin,  wrote  in  to  say  that  such  an 
article  was  available,  and  that  he  had  purchased  five 
hundred  copies  for  special  distribution. 

"As  a  matter  of  fact,  this  article  was  written  by 
arrangement  of  the  Centenary  PubHcity  Department. 
It  was  known  that  Mr.  Noyes  was  lecturing  on  the 
moral  condition  of  the  world.  A  member  of  the  staff 
went  to  Mr.  Noyes  with  a  copy  of  the  Centenary  Survey 
and  several  campaign  pamphlets.  Mr.  Noyes  became 
so  interested  that  he  was  glad  to  write  the  article  and 
charged  a  much  smaller  price  for  it  than  he  is  accus- 
tomed to  receive  for  his  work.  The  word  'Methodist' 
was  used  only  twice  in  the  article  and  the  Centenary 
Commission  was  mentioned  but  once. 

"The  article  when  prepared  was  sold  to  the  Saturday 
Evening  Post  for  the  amount  paid  to  Mr.  Noyes,  with 
a  perfect  understanding  as  to  its  source  and  purpose. 
The  editor  really  wanted  the  article."^ 

The  editor  and  the  preacher  join  hands. — 
In  the  instance  just  cited  the  three  conditions  of  suc- 

8  Mr.  John  T.  Brabner  Smith. 


CHANNELS  OF  PUBLICITY  83 

cessful  publicity  had  been  met.  The  author  knew 
how  to  write.  The  editor  was  glad  to  use  such  an 
article.  But  underlying  the  whole  matter  was  the 
fact  that  there  was  something  to  talk  about.  That  makes 
publicity.  Papers  should  not  be  expected  to  carry 
free  advertising  for  a  church  any  more  than  for  any 
other  institution.  And  as  for  the  '^press  grafter,  that 
one  who  has  no  conception  of  the  value  of  white  paper, 
who  insists  on  riproaring  pubHcity,  face  and  all,  his 
name  is  anathema  among  journalists."^  But  the  church 
that  makes  its  work  indispensable  to  the  welfare  of  a 
community  may  be  sure  that  it  has  taken  the  basic 
step  to  insure  that  its  copy  will  be  welcomed  by  the 
press. 

Every  pastor  should  cultivate  a  feeling  of  fraternal- 
ism  with  the  local  editor.  Jointly,  they  wield  an  in- 
fluence over  the  combined  adult  and  child  population 
of  a  community  as  no  other  people  do.  This  mutuality 
of  interest  should  be  recognized  and  encouraged.  Just 
as  the  pastor  seeks  pubHcity  in  the  press  for  the  work 
his  church  is  doing,  so  should  he  accord  the  editor 
proper  appreciation  for  his  own  efforts  and  for  his 
cooperation  with  the  church.  When  the  pulpit  and 
the  press  join  hands  to  effect  a  community  transforma- 
tion, no  power  on  earth  can  stop  them. 

THE   MOVING   PICTURE 

''Innovations  are  resisted  until  their  worth  is  proved. 
This  is  as  it  should  be.  Putting  the  Bible  into  print 
when  printing  was  new  was  resisted.  But  it  justified 
itself.  So  with  printed  hymnals  and  psalters.  From 
the  printed  word  page  to  the  picture  was  but  a  step. 
We  can  all  remember  when  the  stereopticon  was  de- 

» S.  Walters  McGill. 


84   HANDBOOK  OF  CHURCH  ADVERTISING 

nounced.  By  slow  degrees  it  won  its  way  because  it 
was  found  to  work  powerfully  for  education  and  in- 
spiration. 

''But  it  is  only  a  step  from  the  still  picture  to  the 
motion  picture.  Instead  of  one  picture  before  the 
eye  for  sixty  seconds,  the  motion  picture  puts  a  thou- 
sand pictures  there  every  minute  and  the  result  is  life 
on  the  screen.  The  motion  picture  is  to  the  still  picture 
what  the  great  three-manual  pipe  organ  is  to  the  wheezy 
reed  organ.    It  visualizes  truth  in  terms  of  life  and  motion. 

''Many  people  still  believe  that  pictures  have  no 
place  in  the  church.  They  think  they  should  be  left 
alone.  The  trouble  is  that  they  won't  be  left  alone. 
Almost  twenty  million  people  in  America  go  where 
pictures  are  shown  every  day. 

A  universal  language. — ^'Motion  pictures  speak  in  the 
universal  language.  Rich  and  poor,  learned  and  un- 
lettered, understand  the  picture  language.  Wyclif 
clearly  saw  that  the  thing  which  retarded  the  spread 
of  evangelical  Christianity  in  his  day  was  that  the 
Bible  was  printed  only  in  the  Latin  Vulgate  and  at  the 
disposal  of  priests.  He  translated  it  into  the  vernacular 
and  put  it  into  the  hands  of  people.  Wyclif  became 
the  'morning  star  of  the  Reformation.'  To-day  Ufe  is 
strenuous,  and  claims  upon  time  so  multitudinous  that 
fewer  people  read  the  Bible  with  an  attempt  at  under- 
standing it.  But  where  is  the  man,  woman,  or  child 
who  does  not  understand  the  motion  picture? 

"When  the  proper  subjects  are  shown  with  high-grade 
physical  projection,  the  same  attraction  which  draws 
millions  every  day,  the  motion  picture  will  bring  the 
multitudes  to  the  church.  That  this  is  the  result  is 
attested  by  every  church  that  uses  the  picture  method. 

"And  the  picture  method  can  give  something  worth 


CHANNELS  OF  PUBLICITY  85 

while  when  the  people  come.  It  aids  in  the  three-fold 
ministry  to  body,  mind,  and  spirit.  It  is  the  great 
medium  for  instruction.  The  whole  world  is  brought 
vividly  before  the  eyes.  When  the  picture  The  Stream 
of  Life'  was  shown  daily  by  the  Centenary  Conserva- 
tion Committee  at  the  Casino  Theatre,  New  York, 
during  Easter  week,  at  the  lunch  hour,  the  men  who 
gathered  off  the  streets — Jews,  Catholics,  Protestants, 
and  the  unchurched — all  tarried  for  a  brief  address, 
and  over  ninety  per  cent  of  them  held  up  their  hands 
for  prayer.  Remarkable  incidents  of  changed  lives 
can  be  cited. 

''No  one  would  say  that  the  picture  should  supplant 
the  preacher,  but  it  can  tremendouslv  supplement  and 
vitalize  the  preacher's  message. 

Proper  use  of  the  parable. — ''Here  is  a  mighty 
possibility  for  Kingdom  service  on  which  we  may  well 
pray  God's  blessing  and  guidance.  One  of  the  most 
prominent  Episcopalian  clergymen  in  America  has 
declared  that  if  Christ  were  here  to-day  he  would 
utilize  the  motion  picture.  We  do  not  know  what  he 
would  do,  but  we  do  know  that  he  taught  and  preached 
in  parables  (pictures)  ^and  without  a  parable  spake  he 
not  unto  them.'  "^^ 

Let  the  church  which  contemplates  use  of  the  mo- 
tion picture  be  very  certain  that  its  presentation  of  the 
message  is  worthy  of  it.  The  youngest  child  can  tell 
the  difference  between  a  good  "movie"  and  a  poor  one. 
Care  in  selection  of  films,  together  with  standard  equip- 
ment, are  two  specifications  which  are  absolute. 

The  day  of  the  film  suitable  for  church  presentation 
is  just  dawning.  Companies  are  being  formed  to  pro- 
vide pictures  which  will  adequately  and  sympathetically 

">  The  Rev.  Chester  C.  Marshall,  Centenary  Conservation  Committee,  New  York. 


86  HANDBOOK  OF  CHURCH  ADVERTISING 

present  the  message  of  the  gospel.  The  general  church 
boards  are  forming  committees  of  censorship  who  will 
issue  lists  of  approved  films.  No  church  should  under- 
take to  run  a  film  which  has  not  been  properly  investi- 
gated. But  if  all  the  art  of  the  great  cinema  masters, 
if  all  the  skill  of  the  latest  inventions  in  the  realm  of 
motion  pictures  be  brought  to  sympathetic  presenta- 
tion of  the  age-old,  age-new  message,  what  triumphs 
may  not  the  church  of  Christ  witness! 


VI 

MAKING  TYPE  TALK 

Attractiveness 

Some  sample  displays 

Type  as  an  exoression  of  character 

Illustrations 

Legibility 

Some  sample  paragraphs 

Emphasis 

Bold  face  or  italics 
Position  and  color 

Clearness 

Ideas  rather  than  words 
Some  examples 

Size  of  Type 

Tables  of  different  fonts 
Tables  of  measurements 


VI 
MAKING  TYPE  TALK 

The  one  who  has  made  no  study  of  the  subject  has 
little  conception  of  the  tremendous  power  wrapped  up 
in  proper  selection  and  arrangement  of  type.  Good 
display  can  make  weak  copy  strong,  and  poor  display 
can  kill  good  copy.  Although  complete  understanding 
of  the  subject  would  require  years  of  study  and  prac- 
tice and  is  dependent  upon  a  certain  natural  artistic 
sense,  the  most  elemental  consideration  of  type  selection 
and  arrangement  will  pay  the  advertiser  very  large 
returns. 

The  average  man  at  the  case  in  the  composing  room 
has  neither  the  time  nor  the  knowledge  that  will  enable 
him  to  set  copy  most  effectively.  Mr.  T.  G.  McGrew, 
superintendent  of  the  United  Typothetae  of  America 
School  of  Printing,  IndianapoHs,  who  is  responsible  for 
the  illustrations  used  in  this  chapter,  told  the  Church 
Advertising  Departmental  Conference  of  an  experience 
he  had  when  working  in  the  composing  room  of  a  small 
paper.  A  church  advertisement  had  come  in.  It  was 
to  be  run  without  charge,  and  in  return  the  publisher 
was  to  be  credited  with  a  contribution  to  the  funds  of 
the  church — an  abominable  practice,  and  one  which 
cripples  the  church  in  more  ways  than  one.  As  the 
manager  handed  the  copy  to  Mr.  McGrew,  he  said: 
''Here's  a  church  ad.  Slam  it  up  and  don't  spend  too 
much  time  on  it." 

This  attitude  argues  for  two  things  in  properly  con- 
ducted church  advertising.     All  advertising  should  be 

89 


T 
T 


"A" 

t  t 

^  The  Story  of  the  Man  Who  Ran  Away  ^ 

X   to  Keep  from  Being  Made  King.  But  X 

}♦   God  Made  f 

I       SAUL  KING  I 

?  I 

t  t 

T  t 

♦%  ♦^^ 

^t^    Then  "In  the  fierce  light  which  beats  upon  a  throne  X^ 

J>    And  blackens  every  blot."  ♦♦♦ 

X  Saul  Failed!  % 

X    Among  the  many  traits  of  Saul's  character,  humility  »t« 

«|>    and  bravery  stand  out  against  jealousy  and  insin-  »> 

♦♦♦    cerity.    In  the  Series  of  Bible  Stories  at  the  ♦»«• 

t  T 

t  T 

I  Presbyterian  Church  | 

%                  SUNDAY  EVENING  at  7:00  X 

♦>  ♦ 

^^^f^^r^^t^^t^gF^^F^^T^gF^^gF^gr^^F^^r  ^•'^  ''^^  ^»^  ^^  ^p^  ■^  ''♦^  ^^  "^^  '^^  "^^  ''V  '^♦''  ^<r 

Reproduction  of  original  as  appeared  in  Newspaper. 

90 


'B' 


The  Story  of  the  Man  Who  Ran  Away,  to  Keep  from 
Being  Made  King,  But — 

God  Made  Saul  King 

Then,  "In  the  fierce  light  which  beats  upon 
a  throne  and  blackens,  every  blot" 

Saul  Failed 


Among  the  many  traits  of  Saul's  character 
humility  and  bravery  stand  out  against  jeal- 
ousy and  insincerity. 


In  the  Series  of  Bible  Stories  at  the 

Presbyterian  Church 

Sunday  Evening  at  7:00 


Practice  work  of  Rehabilitation  Student. 

91 


92   HANDBOOK  OF  CHURCH  ADVERTISING 

paid  for  as  a  business  proposition  so  that  good  service 
may  be  demanded;  and,  secondly,  there  should  be  a 
knowledge  of  what  constitutes  good  display  on  the  part 
of  the  director  so  that  the  best  may  be  obtained.  The 
only  way  to  have  effective  set-ups  is  to  know  what 
constitutes  them,  and  then  to  specify  what  is  wanted 
when  the  copy  is  turned  in  to  the  printer.  The  average 
printer  cannot  always  be  depended  upon  to  use  the 
most  artistic  and  effective  set-up. 

Composition  is  to  advertising  what  advertising  is 
to  the  subject  of  which  it  treats.  It  is  good  or  bad  as 
it  succeeds  or  fails  in  putting  across  the  message  de- 
sired. Type  is  merely  a  tool  for  expression.  Primarily, 
then,  the  composition  of  an  advertisement  must  attract 
attention;  it  must  be  readable;  it  must  drive  its  message 
home;  it  must  leave  a  definite  desire  to  do  some  one 
thing.  Thus  the  aims  in  set-up  should  be  to  get  attrac- 
tiveness, legibility,  emphasis,  and  clearness.  These 
qualities  overlap,  of  course,  and  each  aids  the  other. 

ATTRACTIVENESS 

An  indication  of  the  possibiHties  in  type  selection 
and  arrangement  to  gain  attention  is  indicated  in  the 
two  set-ups  of  the  same  copy  shown  on  pages  90  and  91. 

Although  neither  of  these  may  be  considered  a  model, 
yet  they  indicate  what  may  be  done  by  type  selection 
and  arrangement.  In  "A"  the  border  and  style  of 
type  for  ''Presbyterian  Church"  would  be  quite  as 
suitable  for  plows  as  for  a  church  service.  The  idea 
which  first  meets  one  is  ^'Saul  King"  and  if  it  strikes 
any  response  in  the  mind  of  the  reader,  it  is  that  some 
star  performer  by  the  name  of  Saul  King  is  to  perform 
somewhere.  *'B"  suggests  the  clash  of  ideas:  here  is 
a  man  made  king,  and  he  failed.    It  is  true  that  a  more 


MAKING  TYPE  TALK  93 

striking  subject  with  a  better  application  might  have 
been  found,  but  we  are  limited  to  this  actual  copy  as 
used  in  this  instance. 

Type  as  expression  of  character. — It  may  be  new 
to  think  of  expression  of  character  in  type,  but  a  mo- 
ment's reflection  will  make  it  seem  no  more  strange 
than  the  expression  of  character  in  architecture  and 
designs  of  all  kinds.  Note  how  the  very  meaning  of 
these  words  is  connotated  in  the  type  used: 

Massive 

dignity 

ILnxvLvp 

PRICES  SLASHED! 

Mythology 

Sincerity 

The  advertiser  can  get  a  specimen  type  book  from 
his  printer  and  study  what  style  will  most  effectively 
attract  attention  and  reflect  the  character  of  the  mes- 
sage he  has  in  mind. 

Illustrations. — Given  two  advertisements  competing 
for  attention,  one  of  which  is  illustrated  and  the  other 
not,  with  other  things  equal,  the  illustrated  one  will 
receive  the  greater  amount  of  attention.     The  reason 


94  HANDBOOK  OF  CHURCH  ADVERTISING 

is  simply  that  we  are  naturally  drawn  to  anything  that 
depicts  life,  and  consequently  the  more  there  is  in  the 
picture  to  suggest  life  the  greater  will  be  its  drawing 
power.  As  a  general  rule,  one  large  picture  is  worth 
half  a  dozen  small  ones. 

Illustrations  are  reproduced  for  printing  in  what  are 
known  as  half-tones  and  line  etchings.  The  half-tone 
may  be  made  of  either  copper  or  zinc,  the  latter  being 
cheaper  but  not  suited  for  high-grade  work.  Half- 
tones are  used  to  reproduce  photographs  or  drawings 
of  which  pictures  are  made.  Care  should  be  taken 
to  see  that  the  "screen" — that  is,  the  number  of  lines 
to  the  inch  in  the  half-tone  or  cut — is  suited  to  the 
finish  of  the  paper  that  will  be  used.  Your  printer  is 
the  safe  guide  here.  Line  etchings  are  reproductions 
in  zinc  of  pen  drawings  or  prints  which  call  for  a  repro- 
duction of  pure  black  or  other  single  colors  on  white. 
All  cartooning  and  sketching  can  be  handled  with 
etchings  if  the  Hnes  be  drawn  in  heavy  color.  India 
ink  is  best. 

LEGIBILITY 

The  advertiser  cannot  afford  to  say,  "Here  it  is. 
You  can  read  it  or  not,  as  you  choose."  It  is  the  business 
of  the  advertiser  so  to  put  up  his  copy  that  it  will  com- 
pel reading.  The  entire  militant  spirit  of  the  church 
which  would  carry  its  message  to  the  one  who  needs 
it  rather  than  putting  it  up  on  a  shelf  to  be  called  for 
when  ordered,  must  be  put  behind  the  attempt  to  get 
advertising  that  forces  the  one  who  sees  it  to  read  it. 
The  type  must  be  arranged  and  selected  with  a  view 
to  its  greatest  legibility.  The  following  paragraphs 
supplied  by  Mr.  McGrew  suggest  the  basic  principles 
in  selection  of  type  for  the  purposes  of  legibility. 


MAKING  TYPE  TALK  95 

When  we  use  many 
btfferent  faces(  anb  ii}t9i  of  tppe 

together 

the  effect  is  confusing 

and  difficult 

to  read 

1 

tETppe  of  ti)i£(  feinb  i£(  bifficult  to  reab.  Jit  ii 
mucij  usieb  for  cfturcft  anb  ecclegiasitical  printing;, 
tjot!)  as;  a  bob?  anb  bi£(plap  tppe,  but  sifjoulb  not 
bt  usieb  for  long  paragrapij2S  or  giben  special  pref- 
erence. 3(t  coulb  siell  fjigf)  grabe  jetoelrp,  but  tf)e 
cijurcf)  i)as  a  unibersial,  not  a  tiasisi,  appeal. 


Caslon  type — a  beautiful  roman  letter  of  legi- 
bility and  utility.  Note  the  ease  with  which 
this  paragraph  is  read  and  its  pleasing  appear- 
ance to  the  eye. 

3 

Italic  is  not  good  for  large  amounts  of  straight 
composition.  Its  use  as  a  body  type  tires  the  eye 
in  a  few  paragraphs  and  renders  comprehension 
difficult. 

4 

The  top  half  of  a  line  of  type  is  read.  There- 
fore this  lower  case  composition  is  easier  to  read 
than  lines  set  in  capitals.  Capitals  lend  dignity, 
but  small  letters  legibility.  To  test  this,  lay  a 
paper  over  the  upper  half  of  a  line  and  read. 
Then  try  it  over  the  lower  half. 


96   HANDBOOK  OF  CHURCH  ADVERTISING 

5 
THE  TOP  HALF  OF  A  LINE  IS  READ. 
THEREFORE  THIS  COMPOSITION  SET 
IN  CAPITALS  IS  NOT  AS  LEGIBLE  AS 
IF  IT  WERE  SET  IN  LOWER  CASE 
TYPE. 

6 

Body  type  set  solid  as  shown  herewith  makes 
a  compact  page,  but  is  harder  to  read  and  less 
pleasing  than  the  same  type  set  leaded  (spaced 
between  the  lines)  as  shown  in  the  following 
section.    White  space  is  essential. 

7 
Body  type  set  solid  as  shown  in  section  6 
makes  a  compact  page,  but  is  harder  to  read 
and  less  pleasing  than  the  same  type  set  leaded 
(spaced  between  the  lines)  as  shown. 

8 
Bold  face  type  is  useful  for  emphasis, 
subheads  and  display,  but  is  not  pleasing 
as  a  body  type.  It  maKes  a  black  page  and 
is  tiresome.  Lighter  face  type  is  much 
more  legible,  agreeable  and  effective  for 
the  main  part  of  the  text. 

EMPHASIS 

Since  type  is  merely  a  means  to  reflect  thought, 
the  same  effort  will  be  made  at  emphasis  as  is  used 
in  the  spoken  word.  Avoid  a  monotone  when  emphasis 
is  the  goal  sought.  At  the  same  time  avoid  such  a 
confusion  that  illegibility  results.  Italics  is  growing 
into  disfavor  as  a  means  of  emphasis  because  of  the 


MAKING  TYPE  TALK  97 

strain  it  causes  in  reading  when  used  for  any  consider- 
able amount  of  copy.  Boldface  is  becoming  more 
common.  Just  as  in  speaking,  continual  emphasis 
is  no  emphasis,  so  in  printing,  a  continual  use  of 
boldface  would  destroy  emphasis.  Note  how  the 
one  word  in  boldface  in  this  sentence  stands  out, 
whereas  in  the  foregoing  sentence  nothing  pre- 
dominated. 

Emphasis  may  also  be  secured  by  position,  by  use 
of  color,  and  by  illustrations.  The  size  of  the  type 
is  an  important  factor.  The  one  who  can  speak  with 
well-calculated  emphasis  should  be  able  to  understand 
where  to  emphasize  in  printed  matter.  It  is  essential 
to  have  a  thorough  understanding  of  the  meaning  of 
the  text-material. 

CLEARNESS 

A  determination  to  do  some  one  thing  is  dependent 
upon  a  clear,  dominant  idea.  All  devices  that  can 
aid  in  clearness  are  to  be  used.  To  gain  this,  a  smooth 
artistic  effect  may  sometimes  be  violated.  The  ad- 
vertiser must  think  in  ideas  and  speak  so,  rather  than 
by  words  or  syllables.  Have  your  lines  break  according 
to  the  meaning  behind  them.  Compare  the  effective- 
ness of  the  following  arrangement  of  the  same  headings. 

Scattergood  and  the  Prodigal's 
Mother 

Scattergood 
and  the  ProdigaFs  Mother 

Rule-of-thumb  composition  obeying  the  injunction 
to  have  the  longer  line  at  the  top  would  set  the  heading 
as  first  given,  but  observance  of  the  laws  of  psychology 


98  HANDBOOK  OF  CHURCH  ADVERTISING 


as  to  what  the  mind  can  grasp  would  make  the  second 
arrangement  the  better. 

The  following  setting  of   the   same  copy  will  also 
illustrate  this  principle: 


"Christianity  applied  to  the 
City's  Street  Car  Strike"  will  be 

considered  at  the  First  Baptist 
Church,  Sunday  evening,  at  eight 

o'clock.     Dr.  R.  H.  Butler  will 
talk.     A  special  violin  solo  will 
be  given  by  Mr.  Arthur  Hansen. 
All  seats  are  free.     Come  early. 


"Christianity  applied 
to  the  City's  Car  Strike" 

will  be  considered  at 

The  First  Baptist  Church. 

Dr.  R.  H.  Butler  will  talk. 

A  violin  solo  by  Mr.  Hansen. 

All  seats  free.    Come  early. 


Or  consider  the  methods  used  to  set  forth  certain  ideas 
and  make  them  dominant  in  this  display: 


Christianity  Applied  to 
The  City's  Street  Car  Strike 

at 

THE  FIRST  BAPTIST  CHURCH 

Sunday  evening,  at  eight. 

Dr.  R.  H.  Butler  will  talk. 

A  special  violin  solo  will  be  given 

by  Mr.  Arthur  Hansen. 


All  Seats  are  Free. 


COME  EARLY. 


MAKING  TYPE  TALK  99 

The  biggest  word  in  getting  type  to  talk  effectively 
is  ''Care" — care  in  preparation  of  copy.  The  writer 
should  have  in  mind  his  aim,  singular  not  plural,  and 
should  write  toward  it.  Just  as  a  speaker  outlines  a 
speech  to  be  given  in  a  certain  period  of  time,  so  the 
copy  should  be  definitely  written  for  a  certain  space. 
//  the  message  will  not  go  into  the  space  assigned,  get 
another  space,  or  get  another  message. 

For  the  convenience  of  the  church  advertiser  the 
following  tables  are  appended: 

SIZES  OF  TYPE 

Six  Point 

The  message  of  the  churoh  to  the  farmer 
THE  MESSAGE  OF  THE  CHURCH  TO  THE  FARMER 

Eight  Point 

The  message  of  the  churoh  to  the  farmer 
THE  MESSAGE  OF  THE  CHURCH  TO  THE  FARMER 

Ten  Point 

The  message  of  the  church  to  the  farmer 

THE  MESSAGE  OF  THE  CHURCH  TO  THE 

Twelve  Point 
The  message  of  the  church  to  the  farmer 
THE  MESSAGE  OF  THE  CHURCH  TO 

Fourteen  Point 

The  message  of  the  church  to  the 
THE  MESSAGE  OF  THE 

Eighteen  Point 

The  message  of  the  church  to 
THE  MESSAGE  OF  THE 


loo    HANDBOOK  OF  CHURCH  ADVERTISING 
Twenty-four  Point 

The  message  of  the 
THE  MESSAGE  OF 

Thirty  Point 

The  message  of  the 
THE  MESSAGE 

The  next  table  gives  the  average  number  of  words 
per  line  for  representative  lines  in  the  various  sizes 
of  type.  In  figuring  the  space  in  terms  of  inches,  one 
can  use  six  ems,  or  picas,  as  being  the  equivalent  of 
one  inch.  Most  newspaper  columns  are  thirteen  and 
one  half  ems  wide;  two  columns  are  twenty-seven  and 
one  half,  the  additional  half  em  being  the  measure 
of  the  space  occupied  by  the  ordinary  column  rule. 

Number  of  words  to  a  Line 


Measure 
13K 
14 
18 

6  pt.        8  pt.        10  pt. 

8               7               6 

986 

12             10               8 

12  pt. 

5 
6 

7 

27 
42 

18             15             13 

28             25             20 

II 
17 

6  pt.  solid 
leaded 

8  pt.  soHd 
leaded 

12 
9 
9 

7 

Lines  to  the  Inch 

10  pt.  solid 

leaded 
12  pt.  solid 

leaded 

7 
6 
6 

5 

VII 

ADAPTATION  TO  LOCAL  CONDITIONS 

The  Discovery  of  Your  Constituency 
Half-hearted  membership 
Taking  the  church  to  its  members 

The  Identifying  of  Competition 
Its  location 
Attacking  its  origin 
Starting  church  attendance 
Building  the  habit 
The  final  blow  to  competition 

The  Challenge  of  the  Community 
Civic  pride 

Special  religious  needs 
A  community  survey 


VII 
ADAPTATION  TO  LOCAL  CONDITIONS 

Our  problem  as  church  advertisers  is  to  transmit 
to  all  the  people,  as  far  as  their  capacities  make  it 
possible,  the  full  message  of  the  Christian  religion. 
Each  local  branch  of  the  church  must  be  responsible 
for  the  accomplishment  of  the  task  in  its  particular 
community.     This  task  calls  for  intensive  study. 

It  would  be  superficial  to  say  merely  that  the  church 
has  a  message  for  everyone,  since  religion  is  a  universal 
demand  of  the  human  race.  If  the  answer  were  bound 
up  in  any  such  general  term  as  * 'religion,"  then  the 
appeal  in  its  behalf  should  be  met  by  a  corresponding 
response;  that  is,  a  universal  one.  But  the  demand  is, 
rather,  for  definite  and  distinct  elements.  There  are 
particular  messages  to  meet  particular  needs.  It  is 
true  that  certain  general  wants  are  satisfied  without 
particular  emphasis  upon  special  phases  of  religion, 
and  to  that  extent  advertising  of  general  principles 
is  helpful.  But  the  value  of  church  advertising  will 
increase  in  more  than  geometrical  proportion  if  it  is 
directed  by  one  who  has  a  knowledge  of  the  specific 
needs  of  a  community  and  also  a  conviction  that  an 
adequate  answer  is  being  offered  those  needs. 

Whether  advertising  be  employed  to  awaken  a  sense 
of  need,  to  stimulate  the  consciousness  of  an  existing 
need,  or  to  argue  the  efficacy  of  certain  divinely  attested 
facts  to  meet  a  need,  its  intelligent  use  is  dependent 
upon  a  survey  of  needs  and  the  agencies  which  are  operating 

103 


I04    HANDBOOK  OF  CHURCH  ADVERTISING 

to  meet  them.    No  other  kind  of  advertising  is  profitable. 
Accuracy  of  aim  is  necessary. 

THE   DISCOVERY  OF   YOUR   CONSTITUENCY 

One  characteristic  which  distinguishes  such  institu- 
tions as  the  school  and  the  church  from  all  others  is 
that  the  best  measure  of  their  success  lies  in  the  degree 
to  which  they  lose  themselves  in  their  tasks.  The 
aim  of  the  church  must  not  become  the  perpetuation 
of  its  own  existence.  Such  an  aim  is  suicidal.  Existence 
is  justified  and  permanency  insured  only  by  what  an 
institution  does  for  society. 

The  church  must  take  particular  care  to  render 
specific  service.  Its  service  includes  succor  to  the  ones 
within  the  church  as  well  as  to  those  without. 

Half-hearted  membership. — 'Tt  is  often  as  hard  to 
get  the  membership  of  the  church  enthused  about  the 
work  we  are  doing  as  it  is  to  interest  people  outside 
the  church.  To  those  who  are  really  interested,  a  mere 
announcement  is  usually  all  that  is  necessary.  But 
to  those  who  are  half-hearted  in  their  interest  and 
irregular  in  their  attendance,  more  vigorous  methods 
are  necessary.  The  reason  for  half -interest  must 
be  found  and  measures  devised  to  meet  the  situa- 
tion."i 

Suggestions  have  been  made  in  other  chapters  which 
have  a  bearing  at  this  point.  Adaptation  to  local 
conditions  is  that  difficult  study  known  as  the  analysis 
of  the  obvious.  The  answers  to  such  questions  as  the 
following  should  aid  the  church  advertiser  in  his  at- 
tempt to  acquaint  the  members  of  the  church  with 
the  work  of  the  church  and  to  gain  their  complete 
support. 

'  The  Rev.  Roy  L.  Smith. 


LOCAL  COxNDlTlONS  105 

Taking  the  church  to  its  members: 

Is  our  church  membership  typical  of  the  entire  com- 
munity?    Or  does  it  represent  a  special  type?     A 

distinct  class? 
Does  this  mean  that  our  church  is  making  a  limited, 

a  class  appeal? 
Is  it  the  function  of  our  church  to  make  a  restricted 

appeal  ? 
Is  our  church  composed  primarily  of  old  folks?     Of 

young  folks? 
What  measures  are  needed  to  attract  all  ages? 
Can  the  youth  of  the  church  find  a  satisfactory  answer 

to  their  social  needs  in  the  activities  of  the  church? 
Is  there  sufficient  opportunity  for  religious  expression 

for  all  ages?     For  all  groups? 
Is  the  church  contributing  its  rightful  share  to  the  com- 
plete   life    of    its    members — physically,    mentally, 

spiritually  ? 
Is  our  plant  giving  the  maximum  return  on  the  money 

invested  ? 
Is  church  attendance  spasmodic?     Regular? 
What  is  the  cause  for  the  regularity  or  the  irregularity 

as  the  case  may  be? 
Is  there  some  agency  of  the  church  which  is  not  being 

fully  utilized  by  its  members? 
What  activity  or  what  service  always  attracts  a  full 

house  ? 
Is  the  entire  program  of  the  church  being  unanimously 

supported  ? 
If  there  is  dissension,  have  we  some  great  program, 

in  the  emphasis  upon  which  all  factions  may  be- 
come united? 
Is  a  growing  religious  life  evident  on  the  part  of  the 

members? 
Is  there  a  family  or  group  consciousness  among  the 

members  ? 


io6    HANDBOOK  OF  CHURCH  ADVERTISING 

Do  they  feel  that  they  are  consciously  and  systemat- 
ically working  to  realize  a  great  ideal?  A  great 
program? 

Just  what  is  the  weakest  point  in  the  church's  rela- 
tion to  its  membership?     The  strongest  point? 

THE   IDENTIFYING  OF   COMPETITION 

If  a  church  is  meeting  its  obligation  to  its  own  mem- 
bership, if  the  membership  is  entering  whole-heartedly 
into  the  work  of  the  church,  it  should  be  comparatively 
easy  to  advertise  to  the  outsider.  The  question,  how- 
ever, should  be  attacked  in  a  positive  manner. 

Its  location. — "It  is  a  great  day  in  the  history  of  any 
church  when  it  has  located  its  competition.  A  prom- 
inent member  of  one  of  my  churches  once  said,  'The 

Church  is  your  keenest  competition  in  this  town.' 

Three  weeks  in  the  town  revealed  his  mistake.  Our 
keenest  competition  there  was  the  Sunday  morning 
post  office  and  the  corner  barber  shop.  Those  were 
the  two  institutions  that  were  getting  more  men  on 
Sunday  morning  than  any  other  place  in  town.  My 
task  as  a  pastor  was  to  find  some  way  to  beat  that 
competition."^ 

When  competition  has  been  located,  the  church 
advertiser  should  determine  its  cause,  and  then  combat 
it  by  showing  the  falsity  of  its  position,  or  by  showing 
the  superior  merits  of  what  the  church  has  to  offer. 

Attacking  its  origin. — "A  variety  of  groups  are 
prejudiced  against  church  attendance.  One  group  has 
no  idea  of  what  the  church  is  actually  doing  in  the 
community  and  continues  on  a  prejudice  formed,  per- 
haps, years  ago.  Moreover,  a  prejudice  against  one 
church  is  apt  to  communicate  itself  to  all  churches. 

2  The  Rev.  Roy  L.  Smith. 


LOCAL  CONDITIONS  107 

The  man  who  has  a  grievance  against  'the  church' 
makes  no  distinction  between  individual  churches. 
Labor  sometimes  says  that  the  church  is  run  by  rich 
men.  I  have  advertised  that  the  average  contribution 
to  my  church  is  less,  per  year,  than  the  annual  dues 
of  certain  labor  unions,  fraternal  orders,  or  business 
clubs.  Others  have  said  that  the  church  was  im- 
practical,' giving  its  attention  solely  to  the  interests 
of  the  'other  world.'  I  have  advertised  the  week-day 
activities,  the  social  privileges,  the  charitable  interests, 
the  community  program  of  the  church. 

Starting  church  attendance. — ''Many  a  prejudiced 
or  indifferent  man  could  be  persuaded  to  form  the 
habit  of  church  attendance  if  he  could  be  brought  into 
the  church  once.  I  have  followed  the  plan  of  inviting 
groups  to  attend  in  a  body.  I  have  invited  the  street- 
car men,  the  railroad  men,  the  telephone  operators, 
the  firemen,  the  Advertising  Association,  and  other 
business  and  labor  groups,  to  attend  the  Sunday  evening 
service  in  a  group,  bringing  their  band  or  other  musical 
organization  with  them.  Their  loyalty  to  their  crowd 
impels  them  to  come.  My  workers  have  assured  me 
that  we  have  never  held  any  such  service  that  we  have 
not  added  new  members  and  communicants. 

"An  appeal  to  curiosity  will  sometimes  be  best. 
An  advertisement  of  a  'Bag-pipe  Band,'  playing  Scotch 
airs,  supplemented  with  a  sermon  suggested  by  Burns's 
birthday,  attracted  an  enormous  crowd  and  netted 
some  conversions.  People  like  to  go  where  there  are 
crowds.  The  crowds  which  come  are  a  reason  for  others 
coming.  Illustrations  of  crowded  churches  or  masses 
of  people  are  very  valuable. 

"Frequently  a  man  may  be  shaken  from  indifference 
by    a    startling    announcement.      But    the    danger    of 


io8    HANDBOOK  OF  CHURCH  ADVERTISING 

offensiveness  due  to  cheapness  or  near-deceit  makes 
this  a  measure  to  be  used  with  great  caution. 

'The  most  deep-rooted  prejudice  will  eventually 
surrender  to  the  onslaught  of  facts.  Men  refuse  to 
believe  anything  that  does  not  first  commend  itself 
to  their  judgment.  Many  think  that  church  member- 
ship is  a  surrender  of  that  right.  I  try  to  tell  men  what 
they  can  believe,  rather  than  what  they  must  believe. 
In  the  advertising,  I  urge  men  to  think  for  themselves. 

''A  reference  to  a  man's  mother,  if  done  delicately, 
will  usually  awaken  a  train  of  happy  memories  and 
religious  ideals.  'Mother's  Day'  and  similar  occasions 
have  tender  associations.  A  reference  to  childhood 
training  will  capture  many  men.  The  sweet  faces  of 
children  have  an  irresistible  appeal  and  can  be  effec- 
tively employed  in  church  advertising.  They  suggest 
purity,  innocence,  honesty,  guilelessness — all  virtues 
that  the  church  undertakes  to  cultivate. 

Building  the  habit. — ''But  the  task  is  not  done 
when  men  have  been  brought  to  church  once.  We 
must  get  them  back.  Every  effort  must  be  made  to 
develop  the  churchgoing  habit.  Sermon  series  are 
helpful  in  this  respect.  If  a  man's  interest  in  church- 
going  can  be  sustained  through  a  series  of  discussions, 
you  have  bridged  over  that  dangerous  period  of  'strange- 
ness,' and  he  has  grown  accustomed  to  coming.  My 
experience  has  been  in  favor  of  the  four  or  five  subject 
series.  One  paragraph  in  the  Bulletin  always  announces 
'Services  Next  Sunday.' 

"We  make  a  special  effort  to  get  the  names  of  strangers 
who  come  into  our  services.  Watchers  supplied  with 
cards  and  pencils  are  assigned  supervision  over  pews 
and  at  the  close  of  the  service  the  names  of  such  strangers 
are  turned  in  to  the  office.     These  names  are  put  into 


LOCAL  CONDITIONS  109 

the  hands  of  persons  who  agree  to  call  during  the  fol- 
lowing week.  If  they  seem  to  be  good  prospects,  the 
caller  reports  the  fact  and  the  name  is  put  into  the 
classified  card  index,  and  they  begin  to  receive  the 
mail  matter.  Church  visitors  follow  them  up  and  every 
effort  is  made  to  interest  them  in  the  activities  of  the 
church. 

"We  have  a  splendid  post  card  showing  a  Sunday 
evening  audience.  These  cards  are  distributed  from 
time  to  time  with  the  request  that  those  in  the  audi- 
ence shall  address  the  card  to  some  friend,  together 
with  an  invitation  to  attend  the  service.  The  cards 
are  dropped  in  the  collection  plate,  returned  to  the 
office  and  mailed  out  by  the  church  secretary  during 
the  week.  The  names  thus  secured  constitute  a  val- 
uable list. 

''On  occasions  we  have  distributed  blank  cards  through 
the  audience  with  the  request  that  each  person  present 
sign  up,  giving  name  and  address.  These  cards,  re- 
turned to  the  office,  are  sorted  out  and  the  names  of 
strangers  listed.  Callers  follow  them  up  and  excellent 
results  follow.  A  frank  explanation  of  the  purpose  in 
view  will  usually  result  in  an  almost  unanimous  re- 
sponse to  the  request. 

The  final  blow  to  competition. — "Just  as  important 
as  getting  the  crowd  is  the  matter  of  taking  care  of  it. 
We  undertake  to  have  our  ushers  ready  when  the 
crowd  gets  there.  If  we  have  advertised  a  welcome, 
we  try  to  deliver  the  goods  when  called  for.  Good- 
natured  appeals  to  the  regulars  will  in  time  develop 
in  them  the  habit  of  speaking  to  the  strangers  and 
welcoming  them.  We  try  to  avoid  trusting  to  luck, 
however.  Certain  people  are  responsible  for  speaking 
to  all  strangers  in  certain  sections  of  the  church.    This 


no  HANDBOOK  OF  CHURCH  ADVERTISING 

organization  is  so  well  placed  that  every  pew  in  the 
church  is  'covered.'  These  same  people  quietly  get 
the  names  of  visitors. 

'We  are  aiming  at  an  organization  which  will  get 
its  own  members,  and  thus  build  itself.  We  seek  to 
get  the  unchurched  into  the  church  and  then  to  identify 
them  with  its  work,  so  that  each  in  time  will  become 
an  enthusiastic  'salesman.'     Then  can  we  say, 

"  'Like  a  mighty  army 
Moves  the  Church  of  God.'  "^ 

THE   CHALLENGE   OF   THE   COMMUNITY 

In  every  community  certain  local  problems  arise. 
These  must  be  treated  as  opportunities  to  enlarge  the 
contribution  of  religion.  The  church  advertiser  should 
study  such  matters  as  civic  pride  as  well  as  the  specific 
religious  needs  if  he  wishes  his  advertising  to  be  most 
effective. 

Civic  pride. — Just  how  certain  community  antip- 
athies may  be  overcome  and  civic  pride  awakened  is 
told  in  the  story  of  "How  Advertising  Built  a  Church,'^ 
being  the  First  Baptist  Church  of  Oak  Park,  Illinois. 
Dr.  C.  D.  Case,  the  pastor,  says:  "We  made  much  of 
the  civic  challenge.  Our  lot  is  the  best  location  for  a 
public  building  in  town.  One  of  the  village  papers 
had  some  time  before  declared  in  an  editorial  that  a 
grave  responsibility  rested  upon  the  people  of  the  First 
Baptist  Church  because  they  were  to  build,  on  what 
was  perhaps  the  most  conspicuous  lot  in  the  town,  a 
building  which  would  form  a  background  for  our  civic 
center,  around  which  were  grouped  monumental 
buildings. 

» The  Rev.  Roy  L.  Smith. 


LOCAL  CONDITIONS  iii 

'We  told  the  people  in  our  advertising  that  they 
would  not  be  ashamed  of  our  contribution  to  the  town. 
We  did  not  say  so,  but  we  hoped  the  citizens  of  the 
town  would  respond  to  our  suggestion  through  civic 
pride  and  help  us.  They  did  not,  but  we  had  spurred 
on  our  own  people  to  greater  achievements  by  such 
advertising.  They  did  not  propose  to  put  up  a  build- 
ing which  would  belittle  the  town  and  the  church  to 
which  they  belonged. 

"Then  we  went  back  into  the  history  of  the  church 
and  made  public  a  fateful  hour  when,  two  years  before, 
the  people  of  the  church  sacredly  committed  themselves 
to  a  larger  poHcy,  and  on  the  basis  of  splendid  com- 
prehensive plans  for  expansion,  called  the  new  pastor 
to  the  pulpit.  It  was  a  courageous  thing  to  do,  this 
revelation  of  the  solemn  vows  to  the  whole  community. 
But  it  worked.  ^The  world  knows  our  pledge,'  the  people 
said.  We  must  make  good — v/e  will  not  fail.'  We  bound 
the  past  and  present  together.  We  did  not  forget  the 
advertising  value  in  the  story  of  the  fifteen  men  who 
half  a  century  before  met  in  a  sitting  room  to  estabUsh 
the  church.''  ^ 

Special  religious  needs. — And  from  a  consideration 
of  social  standards,  of  civic  pride,  advertising  designed 
to  appeal  to  the  community  must  show  that  the  church 
is  prepared  to  meet  and  does  meet  the  religious  needs 
of  that  particular  community.  A  city  church  with  a 
city  program;  an  industrial  church  with  a  program  that 
adjusts  to  the  working  program  of  its  people;  a  college 
church  which  makes  much  of  its  college  folks  and  dis- 
charges its  full  obligation;  a  down- town  church  which 
has  its  noon-day  meetings,  its  get-together  meeting  for 
strangers;   a   rural   church  which   assumes  its   rightful 

*  The  Rev.  Carl  D.  Case. 


ri2     HANDBOOK  OF  CHURCH  ADVERTISING 

place  of  community  leadership — this  is  what  our  ad- 
vertising must  show  our  wares  to  be. 

The  church  advertising  its  program. — A  striking 
illustration  of  the  value  of  setting  before  the  com- 
munity the  entire  program  of  the  church  is  seen  in 
one  aspect  of  the  publicity  carried  on  by  the  Olivet 
Baptist  Church,  of  Chicago.  The  present  membership 
of  this  church  is  8,743. 

In  an  attractive  eight-page  booklet  the  following 
information  is  set  forth: 

This  Church  Has 

1.  No.  of  Departments  and  Auxiliaries 42 

2.  No.  of  Church  and  Department  Officers 512 

3.  No.  of  Compensated  Full  Time  Workers 16 

4.  No.  of  other  Compensated  Part  Time  Workers.  8 
^  5.  Total  No.  of  Paid  Workers 24 

6.  An  Auto  Bus  costing $2,600 

(a)  It  brings  children  to  and  from  our  Kindergarten  and  Day 
Nursery. 

(b)  It  brings  old  and  decrepit  members  to  the  Church  worship. 

(c)  It  gives  recreation  rides  to  needy  convalescent  members  and 
others. 

7.  A  Day  Nursery. 

8.  A  Free  Kindergarten. 

9.  A  Free  Labor  Bureau. 

10.  A  Helpful  Social  Service  Force. 

11.  An  Experienced  Charity  Committee. 

12.  A  Brotherhood  and  Sisterhood. 

(a)  It  dispenses  annually  for  the  relief  of  its  own  members  more 
than $2,500 

13.  A  Boys'  Industrial  Organization. 

14.  A  Girls'  Industrial  Organization. 

15.  A  Mothers'  Community  Meeting. 

16.  A  Children's  Church. 

17.  Enrolled  in  its  Sunday  School -.  3,100 

18.  Five  Regular  Choirs. 


LOCAL  CONDITIONS  113 

19.  Two  Sunrise  Prayer  Meetings  every  Sunday  at 

6:30  A.  M. 

20.  Organized  the  First  Community  Flat  Owning 

Association  known  among  Colored  People. 

21.  From  3  to  5  Preaching  Services  every  Sunday, 

II  :oo  A.  M. 

(a)  We  worship  in  two  (2)  large  church  houses,  Twenty-seventh 
and  Dearborn  Streets  and  Thirty-first  Street  and  South  Park 
Avenue,  and  great  crowds  are  turned  away  at  11  a.  m.  every 
Lord's  Day  for  the  want  of  more  room. 

22.  Two    Pieces    of    Property   at    3144-46    Vernon 

Avenue  Costing $8,250 

(a)  This  Property  is  the  Home  of  our  Day  Nursery. 

(b)  And  the  Proposed  Home  for  Working  Girls. 

23.  A  Cooperating  and  Advisory  Board  Made  up 

of  Leading  Persons  of  White  and  Colored 
Races. 

24.  A  Daily  Vacation  Bible  School  enrolled 316 

25.  The  Generous  Support  of  The  American  Baptist 

Home  Mission  Society,  The  Women's  Amer- 
ican Baptist  Hom-e  Mission  Society,  The 
State  and  City  Baptist  (white). 

26.  The  Approval   of    the    Chicago   Day   Nursery 

Association. 

27.  Publishes  Weekly  a  Paper  to  Promote  Its  Work. 

Some  of  Its  19 19  Achievements 

1.  Its  Church  Home  was  the  Headquarters  of  71 

meetings  of  The  Chicago  Peace  and  Protec- 
tive Association,  an  organization,  which,  more 
than  all  others,  helped  to  check  the  Chicago 
race  riots  and  gave  substantial  relief  to  needy 
and  worthy  riot  victims. 

2.  No.  of  Needy  Persons  Aided  by  the  Church.  .  .     440 

3.  No.  of  Needy  Persons  aided  by  the  giving  of 

information  through  our  Information  Bureau     265 

4.  No.  of  Legal  and  Personal  Contests  Adjusted.  .       38 

5.  No.  of  Persons  securing  Positions  through  our 

Free  Labor  Bureau 268 


114    HANDBOOK  OF  CHURCH  ADVERTISING 

6.  No.  of  Community  Meetings  held: 

(a)  For  Mothers 56 

(b)  For  Women 16 

(c)  For  Fathers 12 

(d)  For  Men 8 

(e)  For  Children 104 

(f)  General  Meetings 42 

(g)  General  Health  Meetings 12 

(h)  Meetings  on  How  to  Get  and  Hold  Positions 106 

7.  No.  of  Community  "Sings"  given 8 

8.  No.  of  Persons  Influenced  to  buy  Homes 26 

9    No.    of    Other    Properties    purchased    by    the 

Chtirch  and  others  being  influenced  by  the 
Church 9 

10.  Total  Cost  of  said  Property $217,000 

11.  No.    of    Constructive    Enterprises    Helped    to 

Laimch  and  Maintain 48 

12.  No.  of  Visits  made  by  Workers  to  Sick  and 

Needy 16,000 

13.  Total  Amount  Collected  (19 19) $56,209.72 

14.  Disbursements: 

(a)  To  General  Expenses  and  Special  Contributions.  .  .  $37,114.87 

(b)  Improvements,  Furniture,  Loans,  etc 17,844.41 

(c)  Total  Disbursements 54,959.28 

15.  No.  of  Additions  to  the  Church: 

(a)  By  Baptism 480 

(b)  By  Christian  Experience  and  Letters 2,243 

16.  No.  of  Ministers  Aided  in  Securing  their  Edu- 

cation           4 

17.  No.  of  Ministers  Supporting  in  Africa  R.   M. 

Sissusa,  M.  D.,  and  wife.  Grand  Basso  (these 
have  three  children). 

18.  No.  of  Trips  Made  by  Auto  Bus 288 

19.  No.  of  Persons  Conveyed  on  All  Trips 20,080 

(a)  Children 17,600 

(b)  Decrepit  Convalescent  Members,  Wounded  Soldiers, 

Sick  Committees  and  Funeral  Attendants 2,480 

20.  Money  Spent  for  Operating  Expenses  of  Bus.  .$1,150 

21.  Total    Received    from    Parties    Enjoying    Bus 

Privileges $216 


LOCAL  CONDITIONS  115 

What  We  Need 

1.  A  competent  man  to  direct  our  boys,  and  his  salary 
provided  for. 

2.  Some  more  aid  in  maintaining  our  free  Kinder- 
garten and  free  Day  Nursery. 

3.  Enough  money  to  equip  our  Working  Girls'  Home 
and  employ  a  competent  directress. 

4.  A  visiting  nurse  with  expenses  guaranteed. 

5.  One  man  and  one  woman  Social  Worker  for  work  in 
large  factories  and  industries. 

6.  A  Specially  prepared  woman  to  help  develop  the 
girls  and  young  women  of  the  church. 

7.  Seventy  thousand  dollars  to  pay  for  the  church 
property  purchased  by  the  church  in  order  that  it  might 
successfully  operate  its  various  enterprises.  Many  of  our 
most  loyal  members  have  come  to  Chicago  recently  and 
sorely  need  the  influence  and  ministrations  of  our  church, 
while  they  themselves  can  contribute  but  little  toward  its 
maintenance.  The  larger  number  of  the  members  are  con- 
tributing to  the  full  limit  of  their  ability,  but  they  need  and 
deserve  sympathy,  cooperation,  and  financial  aid. 

8.  An  auditorium  with  a  seating  capacity  of  six  thou- 
sand to  accommodate  the  eager,  surging,  needy  crowds, 
who  wait  each  Simday  to  be  built  up  by  the  ministry,  ac- 
tivities, and  worship  of  the  church.  Hundreds  every 
Sunday  leave  dejected  and  discouraged,  because  of  the 
press  of  the  crowds  and  lack  of  room. 

9.  Friends  to  visit,  observe,  and  get  acquainted  with 
us  and  our  work.  "Good  understanding  giveth  favor." 
A  "problem"  is  a  thing  to  be  done  which  is  not  done 
because  of  a  lack  of  understanding.  With  better  inter- 
racial knowledge  and  more  courage,  race  relations  would 
be  better. 

Note: — For  further  information  write  Pastor  L.  K. 
Williams,  3142  South  Park  Avenue,  Chicago,  Illinois. 

Bayside,  New  York,  is  a  town  which  has  an  un- 
certain population.  To  meet  the  peculiar  problem  of  a 
constant  incoming  of  strangers,  one  church  devised  a 


ii6    HANDBOOK  OF  CHURCH  ADVERTISING 

little  folder,  on  the  outside  of  which  was  a  good  photo- 
graphic print  of  the  church,  and  this  greeting  printed 
in  two  colors: 

"To  the  Residents  of  Bayside — and  in  particular  to 
those  who  have  just  come  to  make  this  town  their  home." 

The  text  of  the  folder  as  printed  on  the  two  inside 
pages  was  as  follows: 

All  churches  of  Bayside  will  give  you  a  cordial  wel- 
come.    There  are  four  churches  here — 

All  Saints  Episcopal 

Montauk  Avenue  and  2nd  Street, 

Rev.  C.  A.  Brown,  Rector 

Bayside  Methodist 

Palace  Boulevard  and  West  Street, 

Rev.  P.  E.  Shoemaker.  Pastor 

Church  of  the  Sacred  Heart 
Roman  Catholic 

VVarburton  Avenue  and  4th  Street, 

Rev.  W.  J.  Dunne,  Rector 

Bayside  Lutheran  Mission 

Park  Avenue  and  2nd  Street 

To  one  of  these  you  should  owe  your  allegiance  and 
give  your  moral  and  financial  support.  Select  the  one 
that  your  early  training  or  that  your  later  choice  or 
membership  dictates — but — go  to  one  of  them  regularly 
for  its  good  and  for  your  own. 

If  you  are  an  Episcopalian,  by  all  means  let  us  see  you 
at  All  Saints.  If  you  have  not  worshiped  at  the  Epis- 
copal Church  before  but  it  is  now  your  choice,  a  wel- 
come awaits  you. 

All  seats  are  free.  Sunday  services  are  as  follows: 
Holy  Communion  8  o'clock,  a.m.  Morning  Prayer  and 
Sermon  ii  o'clock.    Evening  Prayer  4:  30  o'clock. 

Sunday  School  at  9:  45  o'clock  each  Sunday  morning. 
Bring  the  children.  We  have  a  large  and  ably  conducted 
school  which  your  little  ones  will  enjoy. 


LOCAL  CONDITIONS  117 

If  you  desire  more  information,  a  note  addressed  to  the 
rector  will  bring  immediate  reply  by  mail  or  in  person. 

We  hope  you  will  go  to  church — to  some  church — to 
All  Saints  if  you  so  prefer. 

Rev.  Charles  A.  Brown 

Rector 

WARDENS 

Elmer  G.  Story  William  H.  Johns 

VESTRY 

Chas.  L.  Willard  William  Teller 

Archibald  Nesbett  R.  I.  Whitesell 

Thomas  Rumney  A.  M.  McKnight 
Robert  13    Everett,  Clerk 

A  community  survey. — If  a  religious  survey. of  your 
community  has  been  made  by  one  of  the  church  boards, 
get  it  and  study  it  to  discover  just  how  your  adver- 
tising can  be  made  most  effective.  Of  what  use  is  a 
survey  unless  it  is  followed  by  a  program?  Be  sure 
that  the  survey  is  constantly  rehable  by  being  kept 
up  to  date.  If  one  hasn't  been  made,  write  your  general 
board  for  proper  blanks,  and  then  join  hands  with  the 
other  religious  forces  in  your  community  to  put  it  on 
and  determine  just  what  is  needed  in  your  community 
to  make  it  a  part  of  the  kingdom  of  God. 

This  detail  work  may  remove  some  of  the  glamour 
which  apparently  characterizes  certain  conceptions  of 
advertising.  The  halo  may  disappear  when  it  is  found 
that  advertising  is  not  a  substitute  for,  but  a  creator 
of  work.  There  is  no  substitute  for  service.  Church 
advertising  seeks  primarily  to  extend  good  works,  and 
if  in  doing  that  it  brings  to  a  church  a  more  complete 
revelation  of  its  obligation  in  a  community,  the  results 
will  take  care  of  the  halo. 


VIII 
THE  SEASONAL  APPROACH 

A  Local  Program 

The  calendar  of  a  frontier  church 
Local  conditions  control 

The  Ecclesiastical  Year 
The  yearly  cycle 
Cultivating  religious  associations 

Currents  of  Community  Interest 
Using  Thrift  Week 
Religious  values 


VIII 

THE  SEASONAL  APPROACH 

The  commercial  advertiser  says,  ^'Advertise  Baby 
Goods  in  Baby  Week."  That  admonition  has  immense 
significance  for  the  church  advertiser,  for  certainly  in 
no  field  of  endeavor  is  there  more  value  to  be  realized 
from  planning  the  advertising  with  a  view  to  capturing 
the  currents  of  community  interest  than  in  the  field 
of  church  advertising.  Much  of  the  average  com- 
munity's life  is  irrevocably  Unked  with  the  high  points 
in  the  church  calendar,  and  if  the  church  is  occupying 
its  true  place,  there  will  be  no  event  in  the  community's 
life  with  which  it  is  not  actively  and  dominantly  asso- 

A  LOCAL  PROGRAM 

Something  has  already  been  said  regarding  the 
church's  program  as  subject-matter  for  its  advertising^/ 
It  was  assumed  that  every  church  would  have  a  definite 
and  carefully  considered  goal  to  be  achieved  in  a  definite 
period  of  time.  But  the  facts  are,  of  course,  that  many 
churches  proceed  in  a  haphazard  way,  neither  ready 
to  take  advantage  of  opportunities  that  may  arise 
nor  striving  to  create  favorable  situations.  Opportun- 
ism is  better  than  indifference,  yet  when  it  is  possible 
to  have  a  schedule  of  work,  and  then  to  work  that  the 
church  may  deliver  per  schedule,  no  church  advertiser 
should  be  content  with  less.  As  with  all  schedules, 
even  those  of  a  railroad,  specials  may  be  run  in  and 
time  tables  altered  for  sufficient  reason,  but  with  a 
schedule  there  is  a  prospect  of  arri\dng.  Far  too  many 
churches  fail  to  arrive  simply  because  they  have  no 
destination. 

121 


122    HANDBOOK  OF  CHURCH  ADVERTISING 

The  calendar  of  a  frontier  church. — The  following 
calendar  suggests  the  seasonal  approach  with  a  local 
adaptation  as  worked  out  by  the  First  Methodist 
Church,  of  White  River,  South  Dakota,  a  frontier 
town  twenty-eight  miles  from  a  railroad,  that  wasn't 
even  recorded  in  the  census  of  191 5: 

PROGRAM  FOR  1920 


Sunday  School 

Jan.  II,  Sim.  Graduation  Day. 
Feb.  15,  Sun.  Child  Labor  Day. 

Ingathering — Enlisting  Campaign. 
Mar.  14,  Sun.  Get  Ready  Day. 
Mar.  21,  Sun.  Every-Member-Present  Day. 
Mar.  28,  Sun.  Every-Member-Bring-One  Day. 
Apr.     4,  Sun.  Easter  Service. 
Jun.     6,  Sun.  Children's  Day. 
Sep.  17,  Fri.  Simday  School  Social. 
Sep.   26,  Sun.  Rally  Day. 
Nov.    7,  Sun.  Temperance  Day. 
Dec.  19,  Sun.  Christmas  Cantata. 
Dec.  26,  Sun.  Christmas  Program. 
Dec.  27,  Mon.  Annual  Meeting. 

Ladies'  Aid  Society 

Feb.  14,  Sat.  Valentine  Social. 
Apr.    3,  Sat.  Easter  Bazaar. 
Aug.  Frontier  Days. 

Nov.    2,  Tues.  Election  Dinner. 
Dec.  18,  Sat.  Christmas  Bazaar. 

Epworth  League 

Jan.  29,  Thu.  Rainbow  Supper. 
Feb.  19,  Thu.  Contest  Social. 
Mar.  18,  Thu.  St.  Patrick's  Social. 
Apr.     I,  Thu.  Fete  de  Feux. 


Church 


THE  SEASONAL  APPROACH  123 

Apr.  18,  Sun.  Morning  Watch  Services. 

May  20,  Thu.  Banquet. 

Jun.  24,  Thu.  Rural  Social. 

Jill.      4,  Sun.  Patriotic  Program. 

Jul.    22,  Thu. 

Aug.  19,  Thu. 

Sep.     5,  Sun.  Win-My-Chum  Week 

Sep.   12,  Sun.  Rally  Day. 

Sep.  30,  Thu.  Beef  Steak  Roast. 

Oct.  28,  Thu.  Hallowe'en  Social. 

Nov.  25,  Thu.  Thanksgiving  Social. 

Dec.  27,  Mon.  Home  Coming  Rally. 

Dec.  31,  Fri.  Watch  Night  Service. 

Jan.     I,  Thu.  New  Year's  Calls. 

Jan.   15,  Thu.  Social  for  Married  Folks. 

Feb.  12,  Thu.  EvangeHst  Day  for  Church. 

Feb.  26,  Thu.  Father-Son-Big-Brother  Ban- 
quet. 

Mar.   3  to  14,  Evangelism  Campaign. 

Mar.  18,  Thu.  St.  Patrick's  Social. 

Mar.  28,  Sun.  Palm  Sunday. 

Apr.     4,  Sun.  Easter  Sunday. 

May    9,  Sun.  Mother's  Day. 

Jun.     6,  Sun.  Second  Anniversary. 

Jun.  13,  Sun.  New  Comers  Day. 

Jul.      4,  Sun.  Patriotic  Day. 

Jul.    18,  Sun.  Automobile  Day. 

Aug.    8,  Sun.  Methodist  Jubilee  Day. 

Sep.     5,  Sun.  Labor  Day. 

Sep.   19,  Sim.  Annual  Church  Rally  Day. 

Sep.  21,  Tue.  Every-Member-Friend  Canvass. 

Oct.     3,  Sun.  Harvest  Home  Service. 

Nov.  25,  Thu.  Popular  Thanksgiving  Enter- 
tainment. 

Dec.  9,  Thu.  Annual  Church  Social  and 
Business  Meeting. 


124    HANDBOOK  OF  CHURCH  ADVERTISING 

This  calendar,  with  other  appropriate  information 
concerning  the  work  of  the  church,  was  printed  on  a 
folder  and  mailed  to  every  legitimate  prospect  in  the 
church's  territory.  Under  the  direction  of  the  pastor, 
the  Rev.  Fred  Richards,  a  publicity  committee  conducts 
a  planned  advertising  campaign  to  correspond  with  the 
church's  activities.  A  weekly  news  Bulletin,  entered 
as  second-class  mail  matter,  is  sent  to  the  complete 
mailing  list,  which  includes  people  in  the  country  for 
eighty  miles  away.  A  first-class  moving  picture  machine 
is  used  in  the  church,  and  recently  advertising  was 
used  to  invite  subscriptions  for  financing  "the  building 
of  a  fence  and  to  equip  the  vacant  lot  west  of  the  Method- 
ist Church  with  swings,  sHdes,  sand  pile,  basket  ball 
court,  and  other  equipment  suitable  for  a  public  play- 
ground; also  free  educational  motion  pictures  for  the 
general  pubHc." 

Local  conditions  control. — Obviously  a  local  pro- 
gram must  be  planned  by  the  ones  who  are  to  use  it 
if  advantage  is  to  be  taken  of  local  needs  and  local 
interests.  The  program  of  White  River  would  not  fit 
a  city  church  without  some  modifications,  but  the  idea 
of  a  timely,  community  poHcy  is  clearly  evident.  An 
aggressive,  miKtant  church  will  have  an  aggressive 
and  progressive  plan  of  campaign.  The  circle  of 
warming  up  and  cooling  off  inversely  with  the  sea- 
sons, a  revival  in  winter  and  a  vacatfon  in  summer, 
is  routine  spelled  rut-ine.  ^'  It  is  the  high  privilege 
of  the  church  advertiser  to  insist  that  there  be  a 
planned  program  for  local  achievement  by  which  he 
can  direct  his  efforts.  Not  only  is  this  necessary 
if  he  is  to  keep  within  his  budget  of  expenses,  but 
it  is  necessary  for  the  effectiveness  of  the  advertising 
itself. 


THE  SEASONAL  APPROACH  125 


THE   ECCLESIASTICAL  YEAR 

The  church,  as  one  of  the  oldest  institutions  of  society, 
has  an  immeasurably  rich  background  of  holidays  and 
holy  days.  Just  how  greatly  the  eradication  of  all 
religious  sentiment  from  Christmas,  Easter,  New  Year's, 
Thanksgiving,  and  even  Memorial  Day,  would  weaken 
the  meaning  of  those  days  we  cannot  calculate.  Most 
of  them  would  lose  much  of  their  significance  and  some 
of  them  would  be  utterly  destroyed.  It  is,  therefore, 
to  the  interest  of  Christianity  that  we  conserve  and 
take  advantage  of  the  fine  religious  values  so  naturally 
associated  with  them. 

The  yearly  cycle. — The  reHgious  Hfe  of  the  majority 
of  people  is  lived  in  a  yearly  cycle.  There  are  high 
points  of  interest  that  occur  annually.  Just  as  the 
physical  body  adjusts  itself  to  the  conditions  of  spring, 
summer,  fall,  and  winter,  so  the  spirit  of  man  passes 
rhythmically  from  one  religious  emphasis  to  another. 
The  Easter  message  of  immortality  wakens  a  popular 
response.  There  is  a  distinct  Easter  atmosphere,  and 
all  the  people  within  and  without  the  church  are  aware 
of  it.  Then  with  the  coming  of  the  harvest  festival, 
or  of  Christmas,  new  thoughts  are  widely  current. 
There  are  forty  days,  in  every  year,  when  the  spirit 
of  Lent  permeates  the  religious  life  of  multitudes  v/ho 
are  not  nominally  Christians. 

To  ignore  this  fact  is  to  disregard  one  of  the  most 
important  and  fundamental  principles  of  advertising. 
Interests  already  awakened  should  be  capitalized. 
This  is  particularly  true  if  the  popular  mind,  for  the 
time,  is  concerned  wdth  spiritual  things.  There  are 
tides  in  religious  thoughts  of  men  which,  taken  at  the 
flood,  lead  on  to  further  interest  and  higher  regard. 


126    HANDBOOK  OF  CHURCH  ADVERTISING 

Christmas  advertising  differs  from  the  method  of 
publicity  most  suited  to  Thanksgiving  or  Easter.  The 
wide-awake  advertiser  is  quick  to  catch  folks  in  their 
best  mood,  and  to  catch  them  appropriately. 

This  calls  for  planned  advertising  to  relate  these 
events  in  an  even  greater  degree  to  the  church,  and 
especially  to  do  this  in  the  minds  of  those  who  have 
no  other  connection  with  the  church.  Demonstration 
by  advertising  that  the  church  is  responsible  for  the 
values  attached  to  these  days  is  an  unparalleled  avenue 
of  approach  to  the  unchurched  masses. 

Cultivating  religious  associations. — In  the  planned 
program  for  the  community  the  church,  of  course,  will 
take  into  account  all  those  events  which  have  religious 
significance.  Even  though  the  church  should  not 
have  special  services  on  New  Year's  Day  or  similar 
days  of  lesser  ecclesiastical  significance,  it  is  always 
possible  for  the  church's  advertising  to  show  how 
religion  conserves  the  best  associations  and  impulses 
of  such  occasions. 

The  church  advertiser,  in  outHning  his  special  pro- 
gram, is  not  confined  to  the  definite  program  of  the 
church's  activities.  It  is  his  duty  and  privilege  to 
seek  constantly  the  religious  interpretation  of  life.  This 
does  not  mean  advertising  piety,  nor  the  church  itself, 
necessarily,  but  it  means  emphasizing  those  values 
which  aid  in  the  building  of  the  world  order  for  which 
Christ  yearns.  If  a  bank  or  a  clothing  store  considers 
it  worth  while  to  devote  some  of  its  advertising  to  the 
Christmas  and  New  Year's  message,  is  it  not  equally 
so  for  the  church?  If  a  jewelry  store  finds  it  of  value 
to  donate  advertising  space  to  the  Boy  Scouts  or  the 
Red  Cross,  should  a  church  do  less? 

And  when  we  come   to   those  days  which  are  pe- 


THE  SEASONAL  APPROACH  127 

culiarly  religious  in  their  associations,  the  church 
advertiser  has  a  position  of  untold  opportunity.  He 
will  seek  to  get  other  advertisers  to  carry  into  their 
copy  the  spirit  of  the  occasion,  while  in  his  own  ma- 
terial he  v/ill  seek  to  crystallize  the  sentiments  and 
impulses  thus  aroused  and  to  give  them  a  chance  for 
definite  religious  expression. 

CURRENTS   OF   COMMUNITY   INTEREST 

In  his  ministry,  Christ  continually  sought  to  capital- 
ize the  currents  of  interest  in  those  about  him.  To  the 
fishermen  brothers,  Simon  Peter  and  Andrew,  whom 
he  saw  casting  their  nets,  Christ  said,  "Follow  me, 
and  I  will  make  you  fishers  of  men."  To  the  vine- 
dressers he  compared  himself  to  the  vine  and  them  to 
the  branches;  to  the  woman  at  the  Vv^ell  he  told  of  the 
water  of  life  of  which  one  would  drink  and  thirst  not; 
to  the  shepherds  he  spoke  of  the  Good  Shepherd;  to 
the  weary,  worn  peasants  he  said,  "My  yoke  is  easy 
and  my  burden  is  Hght";  to  the  multitude  who  fol- 
lowed him  after  the  miraculous  feeding  of  the  five 
thousand,  instead  of  saying  'T  am  the  Messiah,"  he 
turned  and  said,  "Ye  seek  me,  not  because  ye  saw  the 
miracles,  but  because  ye  did  eat  of  the  loaves,  and 
were  filled  ....  I  am  the  bread  of  life:  he  that  cometh 
to  me  shall  never  hunger." 

In  its  advertising,  the  church  can  well  afford  to  follow 
the  Master's  example.  It  must  seek  to  capitalize  the 
currents  of  community  interest.  It  is  a  question  of 
playing  the  game  with  all  the  socially  constructive 
forces  of  the  community.  If  the  pubKc  attention  is 
focused  upon  an  important  baseball  series,  why  should 
not  the  question  of  a  wholesome  and  comprehensive 
recreational    program    for    the    entire    community    be 


128    HANDBOOK  OF  CHURCH  ADVERTISING 

considered?  A  church  founded  upon  the  life  of  one 
who  devoted  so  much  attention  to  the  healing  of  the 
sick  should  have  a  direct  message  whenever  the  social 
consciousness  is  aroused  on  such  questions  as  civic 
sanitation,  motherhood,  a  pure  water  supply,  good 
government,  a  national  anti-tuberculosis  campaign,  the 
week  of  prayer  for  the  colleges,  or  the  blessings  of  polit- 
ical liberty  and  religious  freedom. 

Using  Thrift  Week. — Previous  to  its  reorganization 
the  Interchurch  World  Movement  had  prepared  a  plan 
for  an  educational  program  in  stewardship  in  192 1, 
which,  in  a  most  natural  way,  was  to  cooperate  with 
the  agencies  which  promote  National  Thrift  Week. 

"The  outline  of  the  program  for  this  period  is  as 
follows: 

January  17-23:    Cooperation  in  the  observance  of  Na- 
tional Thrift  Week  with  special  interest  in  'Share 
in  Others'  Day.' 
January  24-February  20:    Intensive  educational  period 

in  Stewardship. 
February  20:   Beginning  of  enrollment  period  of  Chris- 
tian Stewards. 

''National  Thrift  Week  is  based  on  the  following 
ten-point  financial  creed: 

Work  and  Earn  Own  Your  Own  Home 

Make  a  Budget  Make  a  Will 

Record  Expenditures  Invest  in  Reliable  Securities 

Have  a  Bank  Account  Pay  as  You  Go 

Carry  Life  Insurance  Share  with  Others 

Religious  values. — "Different  days  were  designated 
for  emphasizing  these  several  points.  The  purpose  of 
the  week  is  to  help  the  individual  to  fit  his  income  and 
abilities  into  the  purposes  of  a  well-rounded  Christian 


THE  SEASONAL  APPROACH  129 

life.  Every  one  of  the  ten  points  in  the  Financial 
Creed  had  character-building  value,  and  therefore 
should  be  of  interest  to  religious  leaders.  It  is  impossible 
for  any  person  interested  in  the  church  and  other  worthy 
causes  to  express  his  stewardship  by  the  giving  of 
money  except  as  he  has  been  able  to  live  within  his 
income  sufhciently  to  have  accumulated  the  money 
to  give. 

''Budget  Day  is  one  in  which  the  church  should  be 
especially  interested  since  the  individual  who  keeps 
a  budget  and  records  expenditures  is  very  much  more 
apt  to  know  what  proportion  he  is  giving  to  religious 
purposes.  Ministers  have  also  found  that  failure 
to  keep  family  finances  by  the  family  budget  plan  has 
been  the  cause  of  much  unhappiness  in  home  life  and 
has  brought  many  financial  worries,  which  make  it 
impossible  to  enjoy  a  full  Christian  experience. 

''National  Thrift  Week  is  usually  observed  in  a  local 
community  under  the  auspices  of  a  local  Thrift  Week 
Committee,  which  is  organized  under  the  leadership  of 
the  Y.  M.  C.  A.  in  cooperation  with  the  Chamber  of 
Commerce,  Clearing  House,  Real  Estate  Board,  Life 
Underwriters'  Association,  Credit  Men's  Association, 
Rotary  Club,  Women's  Clubs,  and  other  organizations 
interested  in  the  general  welfare  of  the  community. 
It  is  not  a  campaign  to  promote  the  sale  of  Hfe  insur- 
ance, real  estate,  or  anything  else;  it  is  purely  an  idea 
campaign  to  encourage  the  individual  to  put  himself 
on  a  character-building  money  basis. "^ 

Some  wares  have  a  Hmited  selHng  season.  Um- 
brellas are  sold  especially  in  rainy  weather;  artificial 
stimulation  must  be  rehed  upon  to  sell  summer  furs; 
but  there  should  be  no  such  necessity  for  the  church 

1  Mr.  E.  A.  Hungerford,  of  the  Interchurch  World  Movement. 


I30    HANDBOOK  OF  CHURCH  ADVERTISING 

which  relates  its  program  to  the  dominant  needs  of 
society.  It  is  the  duty  of  the  church  advertiser  thus  to 
identify  the  church  with  every  legitimate  interest  of 
society  in  the  minds  of  all  people.  It  is  his  opportunity 
to  do  so  by  planning  the  advertising  program  to  coincide 
with  and  capitalize  the  currents  of  social  interest. 


IX 

NATIONAL  ADVERTISING 
AND  THE  CHURCH 

The  Function  of  National  Advertising 
Its  limitations 
Its  possibilities 

Adaptability  to  the  Wares  of  the  Church 
The  universal  market 
Local  representatives,  non-competing 

Aid  to  the  Local  Problem 
Direction 
Counsel 
Cooperation 


IX 


NATIONAL  ADVERTISING  AND 
THE  CHURCH 

The  creation  of  the  national  magazine,  the  invention 
and  improvement  of  automatic  addressing  machines 
and  letter  writers,  the  developm.ent  of  circular  printing 
and  outdoor  posters  have  produced  what  is  known  as 
national  advertising — a  distinct  addition  to  the  ever- 
widening  group  of  economies  made  possible  by  large- 
scale  production.  A  century  ago  Ivory  Soap  as  we 
know  it,  in  Maine,  in  Plorida,  in  Ohio,  would  have 
been  impossible.  But  to-day  if  a  manufacturer  has  a 
product  which  is  needed  equally  in  Maine  and  in  Cali- 
fornia, there  is  no  reason  why  he  should  limit  its  sale 
to  the  place  of  its  origin.  He  arranges  for  agents  in 
all  communities  where  the  product  can  be  sold,  and 
then  announces  a  national  selling  campaign,  the  most 
important  part  of  which  is  a  nation-wide  plan  of  ad- 
vertising. 

The  Christian  Church  has  set  itself  to  a  program, 
the  accomplishment  of  which  means  nothing  less  than 
a  world  brought  under  the  sway  of  the  Son  of  God. 
This  universal  task  has  been  apportioned  to  the  various 
local  churches  with  a  more  or  less  exact  statement  of 
what  each  is  expected  to  do.  But  the  responsibility 
of  the  church  as  a  whole  does  not  end  when  it  has  de- 
lined  its  aim  and  has  distributed  the  work  to  the  local 
organizations.  It  is  only  fair  to  demand  that  the 
ecclesiastical  body  which  formulates  a  policy  or  sets 
a  goal  should  include  in  its  program  a  corresponding 

133 


134    HANDBOOK  OF  CHURCH  ADVERTISING 

and  adequate  plan  of  advertising.  The  fixing  of  the 
goal  makes  the  adoption  of  the  most  effective  methods 
of  attaining  it  an  inescapable  obligation.  The  church 
at  large  should  do  for  its  local  representatives  no  less 
than  the  manufacturer  of  shaving  soap  does  for  his 
local  salesman  or  retailer. 

If  patent-process  breakfast  cereals  made  in  Battle 
Creek,  Michigan,  find  their  way  to  the  desert  sands  of 
Africa  because  advertising  has  told  of  their  value, 
surely  the  soul-satisfying  values  of  the  Christian  life 
can  be  carried  to  the  uttermost  parts  of  the  earth  by 
the  same  medium.  There  is  immense  significance  in 
the  statement  of  Mr.  Charles  F.  Higham,  European 
vice-president  of  the  Associated  Advertising  Clubs  of 
the  World,  and  one  who  has  studied  advertising  on 
both  sides  of  the  Atlantic:  ''I  mean  exactly  what  I 
said  when  I  told  the  members  of  the  Advertising  Club 
in  New  York  that  I  believe  the  time  is  coming  when 
you  men  are  going  to  sell  ideas,  moraHty,  and  health 
to  the  world."2 

"The  average  man's  feeling  toward  the  church  is 
a  good  deal  like  his  feeling  about  the  express  company. 
He  does  not  see  the  vast,  efficient  organization  which 
handles  express  so  rapidly  and  at  such  a  comparatively 
small  cost.  He  knows  nothing  of  the  part  that  the 
express  companies  have  played  in  the  development 
of  the  country's  economic  life.  All  he  sees  is  one  local 
expressman,  whom  he  does  not  like  very  much,  and 
who,  perhaps,  once  smashed  his  trunk.  In  the  same 
way  the  average  man  sees  only  one  little  church  which 
may  be  unpainted  and  filled  with  people  whom  he  does 
not  particularly  like,  and  ministered  to  by  a  rather 
mediocre  pastor.     On  this  basis  he  judges  the  whole 

*  Advertising  and  Selling,  June  s,  1920. 


NATIONAL  ADVERTISING  135 

church  and  condemns  it,  seeing  nothing  of  what  lies 
behind."^ 

The  local  church  organization,  so  conscious  of  its 
embarrassments  and  limitations,  needs  the  moral  sup- 
port, the  heartening  assurance  that  comes  from  the 
knowledge  of  its  being  an  integral  part  of  a  powerful, 
national  institution. 

THE   FUNCTION   OF   NATIONAL  ADVERTISING 

The  nature  of  national  advertising  already  has  been 
suggested.  In  order  to  understand  this  function,  an 
exact  determination  of  its  limitations  and  its  possi- 
bihties  is  necessary. 

Its  limitations. — The  general  church  organizations 
can  do  the  national  advertising,  but  "unless  the  local 
churches  will  do  local  advertising,  a  big,  broad  cam- 
paign will  be  a  good  deal  hke  that  of  a  manufacturer 
who  undertakes  to  advertise  his  goods  nationally,  but 
no  one  knows  where  to  go  locally  to  get  the  goods."* 

The  immediate  community  interest  must  be  supplied 
by  the  local  institution.  Commimity  adaptations  of 
the  general  message  must  be  made  by  the  community 
representative,  the  local  church. 

In  a  very  true  sense  national  advertising  is  educa- 
tional in  nature.  As  the  director  of  publicity  for  the 
Interchurch  Movement  said:  *'A11  this  copy  is  entirely 
educational  and  makes  no  direct  appeal  for  funds. 
The  actual  funds  that  are  to  be  raised  must  be  raised 
through  church  and  community  committees  organized 
very  much  along  the  lines  followed  in  the  Liberty  Loan 
and  Red  Cross  campaigns."^ 

Its  possibilities. — 'Tn  union  there  is  strength"  is  an 
axiom   which   indicates    the    power   of   a   nation-wide 

3  Mr.  C.  S.  Clark.  *  Merle  Sidener,  Indianapolis.  »  Mr.  C.  S.  Clark. 


136    HANDBOOK  OF  CHURCH  ADVERTISING 

advertising  campaign.  The  compelling  power  of  a 
mass  movement  is  brought  into  play.  Expensive  over- 
lapping within  the  same  denomination  is  eliminated. 
The  general  church,  because  it  reduces  overhead  ex- 
pense, can  command  the  very  best  talent  for  drawings, 
display,  selection,  and  preparation  of  material.  With 
its  representation  in  practically  every  community  it 
stands  in  a  way  to  reap  the  greatest  possible  results 
of  its  advertising.  The  national  advertiser  who  has  no 
local  representative  where  his  advertising  goes,  must 
consider  that  he  is  not  harvesting  the  crop  he  has  sown. 
And,  finally,  in  the  conception  of  the  great  universal 
message  of  the  church  on  which  all  denominations  agree, 
the  Kingdom  at  large  will  profit  by  all  advertising 
done  relating  to  religion,  and  the  charges  of  certain 
critics  that  churches  are  selfish,  seeking  their  own 
institutional  advancement,  will  be  effectively  re- 
futed. 

The  advantages  of  working  toward  one  goal  are  so 
obvious  that  it  hardly  seems  necessary  to  dwell  upon 
them.  Team-work,  cooperation,  harmony  are  inherent 
parts  of  the  church's  message.  National  advertising 
focuses  the  activities  of  the  local  units  upon  some 
common  objective.  If  unity  of  command  was  necessary 
to  achieve  victory  for  the  Allies  on  the  battlefield, 
does  it  not  have  value  for  the  forces  of  Jesus  Christ? 
The  liquor  traffic  was  abolished  because  attack  upon 
it  was  centered,  consistent,  not  spasmodic. 

"National  advertising  sets  a  standard.  It  can  com- 
mand copy  that  is  dignified,  frankly  spiritual,  and 
strong  in  its  appeal.  Artists  Hke  C.  B.  Falls,  H.  Fuhr, 
Denman  Fink,  Jessie  Wilcox  Smith,  and  Leon  M. 
Bracker,  who  were  enlisted  to  paint  subjects  suitable 
for  poster  production  in  the  Interchurch  campaign,  can 


NATIONAL  ADVERTISING  137 

be   employed   for   subjects  which   will   have   the  wide 
use  that  national  advertising  makes  possible."® 

A  local  church  whose  advertising  would  be  produced 
but  once  does  not  have  the  resources  to  get  the  very 
best  illustrative  work,  or  the  best  preparation  of  copy. 
So  much  of  the  message  of  the  church  is  as  applicable 
in  Oregon  as  it  is  in  Texas  that  the  motive  of  economy  is 
a  great  reason  for  national  advertising.  There  is  no 
waste  in  religious  advertising  due  to  a  lack  of  local 
representation.  Few  denominations  are  so  limited  in 
their  extent  that  they  will  not  reap  directly  the  results 
of  national  advertising.  But  in  the  truest  sense  of  the 
term,  no  national  advertising  of  Christianity  can  be 
considered  lost  to  the  Kingdom.  When  we  put  Him 
above  man-made  institutions,  the  illimitable  results 
become  apparent. 

ADAPTABILITY  TO  THE  WARES  OF  THE  CHURCH 

The  fundamental  requisite  for  a  product  to  be  adapt- 
able to  national  advertising  is  that  there  shall  exist  a 
wide  territory  in  which  a  demand  for  it  exists  or  in 
which  such  a  demand  may  be  created.  From  the  stand- 
point of  efficiency  in  advertising  it  is  desirable  that  the 
product  be  one  which  can  be  obtained  at  all  local  dis- 
pensaries. On  both  of  these  points  the  gospel  is  far 
and  away  more  universal  and  adaptable  to  local  needs 
than  any  other  commodity  that  exists  or  that  can  be 
imagined. 

The  universal  market. — Advertising  the  message  of 
the  church  is  like  advertising  a  general  commodity 
such  as  bread.  Everyone  needs  it.  It  is  ^Hhe  bread 
of  Kfe."  In  the  commercial  field  the  advertiser  of 
Panama  hats  recognizes  that  he  has  Httle  business  in 


6  Mr.  C.  S.  Clark. 


138    HANDBOOK  OF  CHURCH  ADVERTISING 

Alaska.  The  maker  of  fur  coats  does  not  advertise 
his  wares  in  the  tropics.  But  the  Church  of  Christ 
can  send  its  message  to  all  lands.  Indeed,  the  essence 
of  its  commission  is  that  it  shall  penetrate  all  regions. 
Where  the  need  of  the  Christian  religion  is  not  recog- 
nized there  it  is  to  be  awakened.  Where  it  exists,  it 
is  to  be  satisfied.  Ours  is  a  universal,  a  world-wide 
market. 

''One  of  the  greatest  opportunities  for  church  adver- 
tising to-day  is  the  tremendous  movement  for  waking 
people  up  to  the  church,  the  Go-to-Church  movement 
that  is  being  prosecuted  regardless  of  denomination. 
This  is  being  promoted  on  a  national  scale,  and  the 
local  church  that  does  not  take  advantage  of  this 
by  a  parallel  campaign  in  its  community  is  over- 
looking an  opportunity  that  may  not  come  again  for 
years. 

Local  representatives,  noncompeting. — When  a 
manufacturer  of  soap  wishes  to  sell  his  product,  he 
cannot  advertise  merely  soap.  He  must  advertise  it 
from  a  partisan  point  of  view.  He  must  specify  the 
particular  brand  of  soap  in  his  advertising,  either 
directly  or  by  suggestion.  Fundamentally,  national 
advertising  for  the  church  means  advertising  Chris- 
tianity, and  not  Presbyterianism,  Methodism,  Congre- 
gationalism, Unitarianism,  or  any  other  ism.  Church 
advertising   does   not   carry   such    cautions   as   "Look 

for  the  little  red  label,"  or  'Tnsist  on ,"  or 

**None    genuine    without    signature    of    ."    or 

"Refuse  all  substitutes." 

When  the  druggists  began  to  apply  the  lessons  of 
national  advertising  and  large-scale  production  with 
lessening  of  overhead  expense,  there  grew  up  several 

'  Mr.  Homer  J.  Buckley. 


NATIONAL  ADVERTISING  139 

syndicates,  so  that  the  several  drug  stores  in  a  com- 
munity might  each  have  a  nationally  advertised  product. 
'^Rexall"  stands  for  one  brand.  ''A.  D.  S."  calls  for 
similar  goods  in  another  store.  "Nyal"  is  another  store 
name.  True,  a  community  offers  different  churches, 
but  the  function  of  each  is  not  to  tear  down  another. 
It  is  to  defeat  the  forces  of  iniquity.  It  is  not  necessary 
to  the  progress  of  our  cause  to  advertise  denominational 
differences  on  a  national  scale.  Herein  lies  a  suggestion 
for  the  churches  of  a  community.  ''Much  might  be 
gained  by  the  forming  of  one  committee  composed  of 
members  representing  all  denominations  in  the  com- 
munity which  should  have  charge  of  all  publicity  or 
advertising.  A  regular  office  force  could  be  maintained 
and  the  entire  work  carried  on  in  a  businesslike  manner 
with  very  little  additional  cost  to  the  individual  churches. 
The  added  costs  would  be  easily  covered  in  the  added 
results  obtained."^ 

A  step  in  the  right  direction  has  been  taken  by  the 
denominational  colleges  in  many  States.  Recognizing 
the  inherent  unity  of  their  appeal,  and  the  non-com- 
petitive character  of  their  work,  in  several  States  they 
now  regularly  do  their  advertising  together,  even  to 
the  printing  of  the  several  college  calendars  side  by 
side  in  the  columns  of  the  daily  press.  A  larger,  more 
attractive  space  can  be  had  at  less  cost.  The  spirit 
of  good  will  thus  manifested  reacts  favorably  upon 
both  the  colleges  and  their  prospects. 

The  day  of  recognized  national  advertising  for  the 
church  does  not  spell  the  end  of  denominations,  but 
it  does  promise  an  end  to  the  accusation  of  selfishness, 
the  charge  that  one  church  thrives  upon  the  defeats 
of  another. 


*  Mr.  Hennan  A.  Groth. 


I40    HANDBOOK  OF  CHURCH  ADVERTISING 

AID   TO    THE   LOCAL   PROBLEM 

There  are  two  sides  to  this  question.  One  is  the 
responsibility  of  the  local  church  to  take  advantage 
of  the  demand  created  by  national  advertising;  the 
other  is  the  responsibility  of  the  general  church  to  give 
the  local  church  directly  the  benefit  of  its  larger  organ- 
ization. This  it  can  do  by  acting  as  a  clearing  house 
to  coordinate  and  give  direction  to  local  advertising 
campaigns,  by  furnishing  counsel  when  a  local  church 
has  some  problem  to  be  solved  by  advertising,  and  by 
supplying  high-grade  material  for  copy,  properly  pre- 
pared or  arranged. 

Direction. — An  example  of  how  the  general  pub- 
licity department  of  a  church  may  unify  and  direct 
local  efforts  was  that  afforded  in  the  Methodist  Cen- 
tenary Campaign  by  the  "publication  of  a  Bulletin 
for  the  Four-Minute  Men  under  the  name  of  'Missiles.' 
This  was  issued  every  other  week,  size  8  by  ii,  con- 
taining from  1 6  to  20  pages.  As  a  'house  organ'  it 
would  rank  among  the  best  in  the  country."^ 

In  the  chapter  on  ''The  Seasonal  Approach"  mention 
was  made  of  the  fine  opportunity  which  National  Thrift 
Week  gives  for  the  presentation  of  stewardship.  The 
detailed  directive  plan  of  the  Interchurch  World  Move- 
ment for  the  observance  of  this  period  in  192 1  might 
well  serve  as  an  example  of  how  national  advertising 
can  help  the  local  church  advertiser. 

"On  'Share  With  Others  Day,'  January  23,  and  on 
the  day  previous,  Saturday,  January  22,  the  news- 
papers should  be  dominated  with  the  'Share-With- 
Others'  idea.  The  local  ministerial  association  might 
invite  representatives  of  the  local  press,  both  of  the 

»J.  T.  B.  Smith. 


NATIONAL  ADVERTISING  141 

editorial  and  advertising  departments,  to  attend  one 
of  its  meetings  to  discuss  the  possible  ways  of  cooperating 
in  regard  to  publicity. 

' 'Newspaper  advertisements  may  be  secured  in  several 
different  ways: 

"i.  It  may  be  possible  to  get  the  local  Thrift  Com- 
mittee to  buy  liberal  space  out  of  their  Thrift  Week 
budget.  This  was  done  in  1920  in  such  cities  as  Cin- 
cinnati, Sacramento,  Topeka,  and  Saint  Paul.  As  an 
illustration  of  the  copy  used,  the  following  was  taken 
from  the  Topeka  Daily  State  Journal: 


Share  With  Others  Day 

''And  let  us  not  be  weary  in  well  doing,  for  in  due 
season  we  shall  reap  if  we  faint  not." 

Thrift  for  the  sake  of  money  alone  is  a  cold  thing, 
but  Thrift  for  the  enlargement  of  life  is  a  very  hu- 
man thing. 

Go  to  Church  Sunday 

And  hear  your  minister  connect  Thrift  with  Religion. 


"2.  It  may  be  possible  to  get  local  business  men  who 
are  members  of  the  church  or  congregation  and  who 
contract  regularly  for  advertising  space  to  adapt  their 
copy  on  the  dates  desired  for  'Share-With-Others' 
idea.  This  can  be  done  by  simply  running  at  the  top 
or  bottom  of  the  copy  'This  is  Share  With  Others  Day,' 
or  by  changing  the  copy  itself.  For  instance,  a  bank 
in  Joplin,  Missouri,  put  the  following  in  its  regular 
space : 


142     HANDBOOK  OF  CHURCH  ADVERTISING 


Share  With  Others  Day 

No  man  can  live  all  to  himself.  Cooperation  is  the 
watchword  of  success  in  every  relation  of  human 
life.    To  succeed,  you  must  share  with  others. 

It  is,  therefore,  both  a  duty  and  a  privilege  for  you 
to  cooperate  with  others  in  making  National  Thrift 
Week  an  overwhelming  success  in  Joplin. 

Your  savings  account  started  any  day  during  Na- 
tional Thrift  Week  at  the  Conqueror  Trust  Com- 
pany will  receive  interest  at  3^  per  cent  from  January 
I,  1920. 


*' Local  department  stores  in  most  instances  will  run 
at  least  a  box  in  their  advertisement  with  the  words, 
This  is  Share  With  Others  Day  of  National  Thrift 
Week/ 

"It  may  be  possible  on  this  occasion  to  get  all  the 
churches  to  unite  in  advertising,  enlarging  their  space 
and  devoting  the  copy  to  the  'Share-With-Others'  idea. 
In  all  of  these  advertisements,  however,  and  in  all  of 
the  meetings  advertised,  there  should  be  no  special 
collections  nor  solicitation  of  funds. 

"It  would  be  very  appropriate  if  the  local  Ministerial 
Association  could  appropriate  funds  from  its  treasury 
or  from  a  specially  raised  budget  to  take  a  full-page 
display  advertisement  in  all  of  the  Saturday  news- 
papers of  January  22.  While  the  principal  copy  would 
be  devoted  to  the  'Share-With-Others'  idea,  it  would 
also  be  possible  to  list  the  various  churches,  especially 
those  where  *Share-With-Others'  sermons  would  be 
given. 

"One  of  the  most  effective  and  least  expensive  means 


NATIONAL  ADVERTISING  143 

of  advertising  National  Thrift  Week  is  the  window- 
display.  It  will  be  an  easy  matter  to  secure  permission 
from  local  business  men  interested  in  the  church  to 
place  'Share-With-Others'  posters  in  their  windows 
and  to  allow  the  placing  of  original  displays  which  can 
be  worked  into  a  window  exhibit  using  the  poster  as 
a  central  object.  It  also  will  be  possible  to  get  some 
of  the  banks  to  use  both  the  poster  and  the  'Budget- 
Day'  poster  and  to  offer  a  budget  book  to  anyone 
who  will  enter  the  bank  to  ask  for  it. 

*'It  is  desirable,  through  newspaper  articles  and  the 
use  of  paid  space,  to  advertise  the  special  Stewardship 
Study  Courses  which  will  be  conducted  during  the 
period  from  January  24  to  February  20.  It  is  even 
more  important  that  such  newspaper  publicity  be  used 
in  advertising  the  enrollment  period,  which  begins 
Sunday,  February  20,  in  which  it  is  hoped  that  every 
Christian  in  the  community  will  be  systematically 
offered  the  opportunity  of  acknowledging  his  steward- 
ship by  signing  a  statement  agreeing  to  give  a  definite 
proportion  of  his  income  to  the  Lord's  work."^^ 

Counsel. — This  is  a  feature  of  national  publicity 
bureaus  which  has  not  developed  greatly  as  yet.  But 
as  the  possibilities  of  church  advertising  are  more 
completely  developed  it  will  be  possible  for  a  local 
church  facing  an  important  building  campaign,  or  an 
evangehstic  campaign,  or  a  community  building  cam- 
paign, or  any  other  special  or  protracted  endeavor,  to 
write  its  general  board  and  ask  for  expert  assistance. 
Plans  will  be  standardized  to  cover  the  majority  of 
conditions,  and  the  local  church  will  no  longer  be  de- 
pendent upon  the  immediate  local  talent.  The  execu- 
tion, of  course,  will  rest  with  the  local  committee,  but 

10  Mr.  E.  A.  Hungerford. 


144    HANDBOOK  OF  CHURCH  ADVERTISING 

they  will  have  something  to  guide  their  efforts.  The 
Epistles  of  Paul  are  an  historic  example  of  how  the 
solution  of  local  problems  may  be  aided  by  expert 
advice. 

The  Presbyterian  Department  of  Publicity,  with 
offices  at  Chicago,  is  one  of  the  pioneers  in  this  field 
and  has  a  program  of  cooperation  with  the  local  church 
which  extends  from  pamphlets  suggesting  copy  for 
^'Bulletin  Board  Sermonettes"  to  expert  advice  for  any 
phase  or  problem  of  local  church  advertising. 

Something  of  this  nature  is  now  being  done  in  some 
fields  of  church  activity,  and  as  soon  as  advertising 
becomes  a  more  commonly  used  agency  a  similar  de- 
velopment is  inevitable. 

Cooperation. — The  whole  proposition  of  national 
advertising  rests  upon  the  fact  that  there  are  common 
interests.  The  entire  project  is  one  of  cooperation, 
but  here  is  meant  particularly  cooperation  in  the  way 
of  furnishing  cuts,  copy,  and  statistics  for  local  adver- 
tising purposes  which  could  not  be  obtained  by  local 
effort  alone. 

*'One  of  the  most  effective  of  the  many  means  of 
publicity  in  the  Methodist  Centenary  campaign  was  a 
series  of  twenty  posters  in  from  two  to  eight  colors 
that  were  displayed  in  bulletin  boards  in  front  of 
churches.  These  posters  were  prepared  by  eminent 
artists.    The  series  ran  twenty  weeks. 

'^A  series  of  'Graphics'  was  prepared  to  present  eft'ec- 
tively  the  story  of  the  sixteen  great  divisions  which 
constitute  the  work  in  the  home  and  foreign  fields. 
These  'Graphics'  were  9  by  12  inches  in  size.  They 
contained  sixteen  pages,  were  printed  on  heavy  cameo 
paper,  the  cover  of  the  same  stock  as  the  inside  but  of 
heavier  weight,  with  from  three  to  four  colors  on  the 


NATIONAL  ADVERTISING  145 

cover  and  either  one  or  two  on  the  inside  pages.  They 
covered  such  subjects  as  Africa,  China,  India,  European 
Reconstruction,  the  Frontier  and  City  Mission.  They 
were  sold  at  cost  sufficient  to  cover  manufacture  and 
made  possible  to  the  smallest  church  a  grade  of  adver- 
tising otherwise  absolutely  impossible. "^^ 

There  will  be  some  who  will  ask:  ''Does  not  a  thor- 
ough plan  of  national  advertising  mean  an  increase 
in  the  bureaucracy  of  the  church?  Will  it  not  become 
top-heavy^?"  The  answer  must  frankly  be  given  that 
it  will  unless  the  church  hold  itself  rigidly  to  the  great 
task  before  it.  If  the  institution  becomes  self-conscious, 
or  if  it  becomes  the  end  rather  than  the  means,  then 
there  is  a  real  danger  to  the  Kingdom.  But  this  ques- 
tion appears  in  all  lines  of  effort.  It  is  an  unsolved 
problem  in  the  State.  It  is  a  recognized  condition  in 
capitalistic  industry.  There  is  no  dogmatic  answer. 
The  only  guarantee  that  the  machine  will  not  become 
greater  than  the  message  is  the  character  of  the  men 
who  compose  it.  And  that  will  be  true  for  every  kind 
of  an  organization.  We  surely  can  hope  that  men 
engaged  in  the  work  of  spreading  the  gospel  of  service 
will  be  true  servants  of  the  cause  rather  than  masters 
of  a  machine. 


John  T.  Brabner  Smith. 


THE  BUDGET:  HOW  TO  OBTAIN  FUNDS 

The  Cost  of  Advertising 

The  cost  of  advertising  in  sixty  churches 
The  mounting  cost  of  advertising 

Why  Spend  Money  for  Advertising? 
Is  the  money  thus  spent  justifiable? 
Reasons  for  church  advertising 

Plans  for  a  Budget 

An  interchurch  budget 

If  not  in  the  general  church  budget 

Advertising  properly  included  in  the  church  budget 


X 

THE  BUDGET:  HOW  TO  OBTAIN  FUNDS 

''It  was  not  many  years  ago  that  worthy  church 
members  would  have  been  greatly  shocked  at  the 
mere  thought  of  applying  business  methods  of  getting 
business  to  the  church  organization  as  a  means  of 
increasing  attendance,  collections,  and  gifts.  But  that 
antagonistic  attitude  has  to  a  very  great  extent  dis- 
appeared,"^ and  ''now  cost  is  usually  the  first  objection 
advanced  at  the  suggestion  of  church  advertising. 
'The  high  cost  of  living,'  the  minister  says,  'will  not 
enable  me  to  spend  a  penny  that  isn't  absolutely  neces- 
sary.' Against  such  an  argument,  as  in  the  develop- 
ment of  commercial  advertising,  the  solicitor  is  simply 
up  against  the  necessity  of  proving  that  it  is  not  a  dead 
expense  hut  a  productive  investment. ''^'^ 

THE   COST   OF  ADVERTISING 

In  planning  a  program  of  church  advertising  the 
question  "What  will  it  cost?"  is  raised  immediately. 
Granted  that  it  is  not  a  luxury  but  a  necessity,  there 
remains  the  problem  of  actually  approving  it  as  an 
item  in  the  general  budget. 

The  cost  of  advertising  in  sixty  churches. — 
"A  questionnaire  on  this  subject,  sent  to  some  two 
hundred  ministers  of  churches  of  varying  denomina- 
tions, brought  sixty  most  interesting  replies.  For 
example,  we  learn  that  approximately  $210  is  the 
average   amount   yearly   spent   for    advertising.      The 

1  Mr.  Herman  A.  Groth.  2  Mr.  Frank  D.  Webb,  the  Baltimore  News. 

149 


I50    HANDBOOK  OF  CHURCH  ADVERTISING 

amounts  varied  from  $5  spent  by  a  church  having 
three  hundred  members,  to  the  sum  of  $1,500  spent 
by  a  church  having  a  membership  of  two  thousand. 
Of  those  who  spent  money  for  this  purpose  80  per  cent 
reported  that  the  money  was  provided  by  the  church 
treasury,  the  amount  being  an  item  of  the  church 
budget.  Ten  per  cent  stated  that  the  pastor  per- 
sonally financed  all  of  the  advertising.  Another  5 
per  cent  explained  that  the  fund  was  raised  by  personal 
subscriptions  of  a  few  members,  while  the  remaining 
5  per  cent  reported  a  specific  subscription  fund  for 
this  purpose  alone. 


EVERY    CHURCH 

to  become  a  more 

Important  factor. 
Ll/e   of  ihe  "Community- 

in  which  it  is  cstabl  Lshed  must- 


ADVERTISE 

t\s  a  regular   part  o^ 
THE  CHURCH    BUSINESS- 


It  must:  apply 

Business  Principles- 


It  must  use  methods  (^ 

Intcrcsting  "••  Public 

in  Its  message 


Detail  &  Mechanical 

end  o/  Advertising 

Not  duty  of  Minister 
but  delegaited  to 

Special  Committee 


Type  of 
Adueriising 


Newspaper 
Advertisement 


Follow-up 
WorK 


Printed 
Matter 


TomaKe 

Casual  VisiiioR 
Regular 
Mekbers 


Letters 

Invitations  1 

1 

1 

Cards 

BuIUtins.  j 

I 

1 

Outdoor  Signs 

Indoor  5>gns 

VliindowCaJtIs  r 


151 


152    HANDBOOK  OF  CHURCH  ADVERTISING 


SVSTEMIZEDEtmRT 
Psysjbr  itself 
In  every  case 

Cost  Q< Anything  can  be 
measured  only  by 

Benetits  Derived 

T\\e  Cost  of 
Church  i\DVERTisiN& 
is  Infinrteslmal  when, 
compared  to 

Example: 

$210  15  yearly 
average  that  is 
spenf/radvert's'g 

80^  report  Ms 
vs  provided  by 

ehorcb  Treasury 
An  item  or 

Church  ButwiET 

(PE5U05 

Increased 
ArTENDAKICE 

Increased 
MEMBERSHIP 

Increased 
OFTERIWGS 

Increased 
GIFT6 

1 

1 

1 

1 

1 

1 

Increased 
DEVOTION 

Increased 
INTELLIGENCE 

Increased 
INTEREST 

"The  fact  that  8o  per  cent  of  those  replying  tell  us 
that  the  advertising  appropriation  is  a  regular  item 
appearing  in  the  general  church  budget  is  most  signifi- 
cant.    It  emphasizes  clearly  that  those  who  make  up 


HOW  TO  OBTAIN  FUNDS  153 

the  personnel  of  the  Finance  Committee  have  recog- 
nized the  importance  of  applying  advertising  principles 
to  church  business,  and  have  further  recognized  that 
advertising  is  essential  to  'Getting  Business'  for  the 
church,  if  we  may  carry  the  metaphor  a  little  further.''^ 

The  mounting  cost  of  advertising. — In  the  day  of 
mounting  prices,  printing  and  paper  have  not  shown 
a  tendency  to  lameness  or  halting  step.  The  fact  of 
the  high  cost  of  labor  and  materials  may  seem  dis- 
couraging at  first,  but  in  the  long  run  it  will  have  some 
positively  good  results.  It  will  tend  to  force  the  eradi- 
cation of  promiscuous  and  predatory  advertising. 
Only  those  forms  will  survive,  and  only  those  types 
will  be  employed,  that  can  demonstrate  their  ability 
to  produce  desirable  results. 

Time  was  when  printing  and  stock  were  so  cheap 
that  there  was  less  incentive  to  be  discriminating  or 
careful  than  at  present.  Furthermore,  the  science  of 
advertising  had  not  been  developed,  and  patrons  of 
the  church's  loosely  conceived  schemes  of  advertising 
had  little  critical  judgment  with  regard  to  them.  Gen- 
eral information  concerning  the  technique  of  adver- 
tising, however,  has  made  it  increasingly  difficult  for 
the  church  to  get  special  contributions  for  this  phase 
of  its  work.  Henceforth,  the  advertising  projects  of 
the  church  must  be  sound  business  propositions. 

The  time  has  come  when  churches  must  face  squarely 
the  fact  of  the  legitimate  cost  of  advertising.  Only 
in  hmited  regions  can  the  financial  responsibility  for 
it  be  shifted  to  blindly  and  ignorantly  loyal  patrons. 
It  ought  not  to  be  done  at  all.  To  carry  on  a  program 
of  effective,  dignified,  systematic  advertising  involves 
the  use  of  money.     To  provide  the  necessary  means 

3  Mr.  Herman  A.  Groth. 


154    HANDBOOK  OF  CHURCH  ADVERTISING 

makes  unavoidable  a  larger  and  larger  outlay  as  the 
cost  increases. 

WHY   SPEND  MONEY  FOR  ADVERTISING? 

No  church  budget  was  ever  large  enough  to  care 
for  all  the  items  suggested  by  the  various  officials. 
The  Finance  Committee  struggles  with  problems  of 
elimination  as  well  as  inclusions.  Usually  it  is  only 
the  necessary  features  that  are  approved.  The  money 
that  is  spent  for  advertising  cannot  be  spent  for  other 
things.  Unless  the  reasons  for  including  this  item  in 
the  budget  are  clear  and  convincing,  other  items  will 
crowd  it  aside. 

Is  the  money  thus  spent  justifiable? — The  burden 
of  paying  the  advertising  bills  rests  ultimately  upon  the 
contributing  members  of  the  congregation.  To  make 
them  all  feel  that  these  items  are  justifiable  is  an  im- 
portant matter. 

^'Why  does  the  church  approve  the  budget  of  the 
Finance  Committee  with  its  appropriation  for  adver- 
tising? Because  the  members  have  seen  the  results; 
because  they  know  it  pays.  As  one  minister  wrote  us, 
^Advertising  has  brought  increased  attendance,  increased 
devotion,  and  increased  intelligence.'  Another  writes, 
'Advertising  has  meant  to  us  more  active  members 
and  an  awakened  church.' 

''That  it  does  pay,  we  have  concrete  evidence  on 
every  side  wherever  judicious  advertising  has  been  ap- 
plied. Accordingly  we  should  have  little  difficulty  in 
obtaining  necessary  funds.  We  do  not  object  to  spend- 
ing money  v/hen  we  obtain  value  received.  But  in 
order  to  get  this  full  value  for  money  spent  in  adver- 
tising, business  methods  must  be  applied."^     Just  as 

*  Mr.  Herman  A.  Groth. 


HOW  TO  OBTAIN  FUNDS  155 

order  is  Heaven's  first  law,  so  discrimination  is  the  first 
law  of  advertising. 

''Generally,  the  advertising  solicitor  finds  that  the 
church  which  says  it  hasn't  funds  for  advertising  is 
letting  a  few  dollars  a  week  slip  through  its  hands  on 
small  forms  of  advertising  which  are  confined  in  their 
appeal  and  scarcely  broad  enough  to  build  up  the 
regular  church  attendance  and  particularly  to  draw  the 
type  of  people  who  will  increase  the  church's  revenue. 
Then  the  church  advertising  solicitor  proceeds  to  show 
the  size  of  a  News  advertisement  which  could  be  bought 
for  the  same  money. "'^ 

Reasons  for  church  advertising. — Some  churches 
look  upon  advertising  as  a  missionary  effort  and  are 
not  concerned  with  equivalent  financial  returns.  In 
its  best  use,  all  church  advertising  is  missionary  work, 
and  its  fruits  are  the  fruits  of  the  gospel  message.  Few 
churches  ask  that  the  sermon  or  the  special  music  bring 
a  dollars-and-cents  return.  These  things  may  pay 
for  themselves  in  cash,  but  primarily  the  church  wants 
better  lives  and  a  better  community.  Statistics  are 
not  wanting  to  show  that  advertising  may  make  the 
featuring  of  the  Sunday  evening  service,  for  example, 
a  profitable  commercial  venture,  but  in  determining 
what  forms  of  advertising  are  best  suited  to  the  special 
needs  of  a  particular  church  those  results  should  be 
considered  which  tell  of  increased  effectiveness  in  the 
real  work  of  the  church. 

"Not  infrequently  churches  have  tried  advertising 
in  a  spasmodic  manner  without  satisfactory  results, 
and  that  will  be  offered  as  an  argument  against  adver- 
tising. The  soHcitor  immediately  wants  to  know  how 
the  minister  judges  the  lack  of  results,  and  will  ask 

'  Mr.  Frank  D.  Webb, 


156    HANDBOOK  OF  CHURCH  ADVERTISING 

if  he  has  mingled  with  the  dispersing  congregation, 
shaking  hands  with  the  strangers,  extending  a  cordial 
invitation  for  them  to  come  again.  Each  stranger 
welcomed  gives  a  better  chance  for  ^repeat  business,' 
and  when  the  one,  two,  or  several  drawn  each  Sunday 
by  advertising  are  added  to  the  similar  number  drawn 
on  preceding  Sundays  and  are  induced  to  come  back 
by  the  magnetism  and  cordiality  of  the  service,  the 
results  of  the  advertising  will  soon  be  apparent."® 
Unless  the  church's  program  of  pubUcity  is  an  integral 
part  of  its  general  persistent  policy  and  program,  it 
cannot  be  expected  to  produce  the  largest  returns. 

''After  all,  the  value  of  advertising  can  be  measured 
only  by  the  benefit  derived  therefrom.  Money  spent 
by  a  church  for  advertising  is  of  very  small  moment 
when  viewed  from  the  point  of  increased  attendance, 
interest,  collections,  and  gifts.  This  is  the  answer  to 
the  question,  'How  to  secure  funds  for  church  adver- 
tising?' If  the  clear-thinking  members  will  look  ahead 
and  see  the  possibilities  of  enlarging  the  scope  of  the 
church's  influence  in  the  community  through  adver- 
tising, and  will  finance  an  advertising  program,  no 
matter  how  small,  the  results  will  be  such  that  the 
other  doubting  members  will  be  convinced  that  business 
methods  and  advertising  plans  have  succeeded  and  in 
the  future  the  advertising  appropriation  will  be  assured. 

"In  financing  any  business  proposition  the  business 
man  tries  every  available  means — he  does  his  utmost. 
Why  should  he  not  make  every  effort  to  have  the  work 
of  his  church  as  successful?  Why  not  let  his  church 
benefit  from  his  experience  in  business?  He  has  learned 
that  advertising  paid;  he  is  spending  thousands  of 
dollars  annually  in  advertising;  should  he  not  be  willing 

•  Mr.  Frank  D.  Webb. 


HOW  TO  OBTAIN  FUNDS  157 

that  a  part  of  his  contribution  to  his  church  be  spent 
for  advertising?  Should  he  not  urge  that  advertising 
be  a  regular  part  of  the  church  business?"^ 

The  reasons  for  advertising  must  be  supplemented 
by  reasons  for  the  use  of  particular  methods  of  adver- 
tising. There  are  channels  of  publicity  that  are  par- 
ticularly suited  to  the  needs  of  distinct  types  of  churches 
and  communities.  No  doubt  some  money  will  have  to 
be  lost  in  experimenting.  However,  the  question  is 
not,  Are  there  going  to  be  losses?  It  is,  rather,  this: 
Are  the  losses  profitable  because  they  result  in  valuable 
discoveries? 

PLANS   FOR  A   BUDGET 

No  church  can  intelligently  plan  a  budget  for  ad- 
vertising unless  it  has  a  well-defined  general  program 
and  policy.  The  program  should  first  be  determined 
upon,  and  then  a  suitable  advertising  campaign  can 
be  planned  to  back  it  up.  Both  should  be  clearly 
defined  before  either  is  carried  out.  Otherwise  the 
advertising  appropriation  might  be  out  of  proportion 
in  view  of  the  needs  of  other  essential  features. 

An  interchurch  budget. — In  nearly  every  commu- 
nity the  local  churches  have  discovered  common  interests 
and  needs.  This  is  the  day  of  interchurch  cooperation. 
The  pooling  of  advertising  interests  may  take  any  one 
of  a  large  number  of  forms.  In  one  city  the  churches 
jointly  purchase  an  entire  page  of  the  Saturday  issue 
of  the  local  paper.  The  Sunday  services  are  all  an- 
nounced, the  remaining  space  being  devoted  to  the 
featuring  of  messages  specially  appropriate  to  the 
public  in  general. 

Mr.  Herman  A.  Groth,  of  the  William  H.  Rankin 


7  Mr.  Hennan  A.  Groth. 


158    HANDBOOK  OF  CHURCH  ADVERTISING 

Company,  Chicago,  carries  this  idea  still  further.  He 
believes  that  *'in  many  communities  much  might  be 
gained  by  forming  one  committee  comprised  of  mem- 
bers representing  all  denominations,  which  should  have 
charge  of  all  publicity  or  advertising.  A  regular  office 
force  could  be  maintained  and  the  entire  work  carried 
on  in  a  businesslike  manner  with  very  little  additional 
cost  to  the  individual  churches.  The  increased  cost 
would  be  easily  covered  in  the  added  results  obtained." 

If  not  in  the  general  church  budget. — The  impor- 
tant thing  is  to  get  the  advertising  started.  It  may  be 
that  the  only  way  to  do  this  is  for  the  pastor  to  pay 
for  it  himself.  This  should  never  be  done  except  when 
it  can  be  started  in  no  other  way.  If  done,  it  should 
be  considered  a  temporary  measure,  and  as  soon  as  the 
results  begin  to  show  they  should  be  pointed  out  to 
the  church  members  who  should  then  provide  for  further 
expenditure  and  reimburse  the  minister  for  what  he 
has  advanced. 

Oftentimes  there  are  in  the  congregation  men  who 
have  learned  the  value  of  advertising  in  their  business. 
Ask  them  if  they  would  be  content  to  see  their  business 
estabUshments  doing  less  than  capacity  work  when 
advertising  could  make  them  fully  efficient.  Then  ask 
why  advertising  should  not  be  employed  to  bring  the 
church  up  to  maximum  production  with  the  resultant 
economies  of  large  scale  production.  'Tn  some  churches 
a  group  of  members  defray  all  advertising  expenses,  in 
which,  as  a  general  thing,  they  take  considerable  pride."^ 

There  may  be  a  young  people's  organization,  an 
organized  Sunday  school  class,  a  troop  of  Boy  Scouts, 
or  a  similar  group  that  desires  to  do  something  definite 
for  the  church.    Here  is  something  definite  and  tangible, 

» Mr.  Frank  D.  Webb. 


HOW  TO  OBTAIN  FUNDS  159 

offering  distinct  incentives  to  consistent  effort.  The 
time  has  passed  when  to  the  individual  desirous  of 
doing  some  church  work  must  be  assigned  the  task 
of  playing  the  piano  for  Sunday  school,  or  if  it  is  a  man, 
that  of  ushering  for  the  Sunday  services.  Many  a 
mediocre  usher  might  do  valiant  service  as  a  member 
of  a  publicity  committee;  many  a  lifeless  young  people's 
society  would  find  a  needed  incentive  in  the  respon- 
sibility for  a  church's  advertising. 

Suppose  you  suggest  to  a  young  people's  society, 
or  to  any  organized  group  in  the  church,  that  it  take 
over  the  financing  of  the  church's  advertising.  Imme- 
diately there  would  be  a  definite  goal  for  effort.  The 
money  spent  would  be  seen  at  work.  The  amount 
expended  could  be  credited  on  the  church  budget  if 
desired.  And  it  would  become  a  matter  of  prime  interest 
to  the  members  of  this  group  to  see  that  the  church  made 
good  its  advertising. 

Once  that  the  results  of  advertising  are  clearly  dem- 
onstrated, there  should  be  no  difficulty  in  making  the 
advertising  appropriation  a  permanent  item  in  the 
church's  budget. 

Advertising  properly  included  in  the  church 
budget. — A  church  that  has  become  convinced  of  the 
value  of  a  carefully  planned  program  of  advertising 
will  make  the  annual  appropriation  for  this  item  as  a 
part  of  its  general  budget.  The  religious  motive  that 
finds  expression  in  the  building  of  a  house  of  worship 
or  in  the  placing  of  chimes  in  the  belfry  can  also  per- 
meate the  selection  and  use  of  channels  of  publicity. 

Several  considerations,  however,  need  to  be  kept 
in  mind  in  order  to  get  the  largest  returns  for  the  money 
spent.  For  some  events,  one  kind  of  advertising  is 
more  sensible  and  more  effective  than  others.    A  prayer 


i6o    HANDBOOK  OF  CHURCH  ADVERTISING 

meeting  and  a  rummage  sale  are  not  advertised  in  the 
same  way.  In  some  communities  one  type  of  adver- 
tising will  bring  greater  results,  in  proportion  to  its 
cost,  than  in  another.  The  'Wayside  Pulpit"  needs 
a  busy  street  to  be  most  effective.  Moving  picture 
slides  and  window  cards  are  relatively  cheap  in  nearly 
every  community.  Every  church  can  afford  a  bulletin 
board,  and  should  see  to  it  that  one  is  used  one  hundred 
per  cent  of  the  time.  The  use  of  the  mimeograph  has 
been  found  to  produce  very  satisfactory  results  with 
a  very  meager  outlay  of  money.  Within  certain  lim- 
itations, it  is  well  to  take  advantage  of  public  interests 
already  awakened.  This  can  be  done  without  gaining 
the  undesirable  reputation  for  constantly  trying  to 
elbow  one's  way  into  the  hmelight,  and  without  creating 
the  practical  necessity  of  approaching  the  near-ridiculous 
in  order  to  gain  the  attention  of  the  public  at  large. 


XI 

HOW  ADVERTISING  BUILDS  THE  CHURCH 

The  Recognition  of  Responsibility 
Arousing  the  membership 
Freedom  from  spasmodic  efforts 
The  authority  and  leadership  of  the  church  that  is 
known 

Increasing  the  Revenue 

The  Baptists  set  a  world's  record 
A  long  term  educative  effort 
An  intensive  drive 

Multiplying  the  Points  of  Contact 
Increasing  church  attendance 
Capturing  the  community 


XI 
HOW  ADVERTISING  BUILDS  THE  CHURCH 

What  are  the  results  of  church  advertising?  What 
may  the  church  which  advertises  legitimately  demand 
to  attest  the  efficacy  of  its  methods?  How  may  it 
determine  what  is  the  proper  return  for  its  appropri- 
ations? These  questions  the  director  of  church  adver- 
tising must  be  prepared  to  answer. 

THE   RECOGNITION   OF  RESPONSIBILITY 

The  first  thing  which  advertising  should  do  for  the 
church  is  to  make  the  members  of  the  church  aware 
of  their  responsibility  for  its  advertised  program. 
"Getting  the  people  inside  the  church  is  one  thing; 
keeping  them  is  another."^  It  may  be  necessary  to 
point  out  to  the  church  members  the  fact  that  it  is 
up  to  them  to  "deliver  the  goods  advertised."  If  the 
advertising  has  called  attention  to  a  need  on  the  part 
of  the  people  at  large  and  then  has  promised  that  the 
church  can  supply  that  need,  it  is  up  to  the  church 
to  keep  faith  with  the  public. 

Arousing  the  membership. — If  the  program  of  the 
church  has  been  properly  worked  out,  this  will  call 
for  more  than  merely  good  sermons  on  the  part  of  the 
preacher.  The  church  that  works  at  capacity  has  an 
appropriate  type  of  service  for  every  member  to  per- 
form. Each  must  do  his  part.  But  it  is  emphatically 
true  that  every  agency  must  function  if  the  advertising 
is  to  be  made  good.     The  responsibility  for  the  sin- 

1  Dr.  Horace  Westwood. 

163 


i64    HANDBOOK  OF  CHURCH  ADVERTISING 

cerity  and  validity  of  the  church's  advertising  comes 
back  to  every  member  of  the  church,  and  they  will  not 
be  slow  to  recognize  this  fact.  If  the  director  of  adver- 
tising should  fail  to  establish  this  fact  as  a  conviction 
of  the  church  members,  the  whole  program  of  adver- 
tising must  fail,  since  no  permanent  spiritual  structure 
can  be  built  upon  a  mere  repetition  of  unfilled  promises. 
But,  fortunately,  human  nature  is  such  that  judicious 
advertising  dislodges  and  makes  available  whole  areas 
of  consecrated  energy  not  otherwise  at  the  disposal  of 
the  church. 

"The  fact  is,"  said  Dr.  Carl  D.  Case,  in  speaking  of 
the  efforts  of  the  Oak  Park,  Illinois,  Baptists  to  build 
a  church  by  advertising,  "that  we  hit  chiefly  at  the 
community,  thinking  our  church  would  do  its  duty 
anyway,  but  found  at  the  close  of  the  campaign  that 
we  had  hit,  not  the  community,  but  the  church.  We 
shot  at  the  goose  and  hit  the  gander.  The  community 
failed  us;  the  church  arose  to  twice  its  normal  strength. 
We  had  made  the  church  feel  that  the  eyes  of  the  com- 
munity and  the  world  were  upon  it.  Every  argument 
was  a  boomerang  and  banged  us  on  the  head.  We 
had  run  into  our  own  barrage.  The  church  and  con- 
gregation subscribed  nearly  the  entire  $300,000  raised; 
the  community  only  about  $1,500.  Our  advertising 
had  been  repetitious,  up-to-date,  hopeful,  confidential, 
constructive,  truthful,  frank,  inciting,  altruistic,  patri- 
otic, historical,  challenging,  religious.  Its  aim  was  to 
get  everybody  talking.  Its  immediate  object  was  to 
get  contributions  from  an  unwilling  public.  Instead, 
it  made  us  do  the  job  ourselves.  After  all,  isn't  the 
best  part  of  advertising  to  keeu  interested  your  old 
customers?" 

Freedom  from  spasmodic  efforts. — Another  conse- 


ADVERTISING  BUILDS  THE  CHURCH    165 

quence  growing  out  of  this  recognition  of  responsibility 
is  that  the  church  will  be  freed  from  the  inherent  weak- 
ness of  spasmodic  efforts.  A  comprehensive,  long-term 
program  is  undertaken.  A  far-off  goal  is  set.  With 
a  laity  aroused  to  the  fact  that  its  honor  is  at  stake, 
ineffectiveness  during  the  pastorate  of  a  relatively 
weak  personality  will  be  reduced  to  the  minimum 
while  the  achievements  of  the  alert  and  inspiring  pastor 
will  be  magnified.  There  should  come  to  the  adver- 
tising church  a  continuity  of  service  that  the  church 
subject  to  changing  leadership  and  fluctuating  in- 
fluences of  environment  can  never  know.  The  minister 
who  comes  to  a  church  that  is  accustomed  to  adver- 
tising a  certain  grade  of  service  and  then  producing 
what  it  has  advertised  will  do  his  very  best,  and  will 
use  every  power  God  has  given  him  to  see  to  it  that 
he  likewise  lives  up  to  what  is  expected.  To  the  con- 
scientious institution  of  permanent  character,  adver- 
tising is  self-insurance. 

The  authority  and  leadership  of  the  church  that 
is  known. — Another  valuable  by-product  of  advertising 
for  the  church  is  the  authority  or  recognition  which 
it  is  accorded  by  the  public  at  large.  Many  a  church 
has  earned  and  paid  for  prestige  while  others,  less 
courageous  and  vigorous,  have  looked  on  in  envy. 
Naturally,  when  people  hear  of  a  church  repeatedly 
they  think  it  is  doing  something.  Live  institutions 
awaken  interest  and  respect.  And  consequently,  just 
as  people  are  interested  in  knowing  what  any  man  in 
the  pubKc  eye,  be  he  movie  hero  or  Presidential  candi- 
date, thinks  on  certain  subjects,  so  are  they  ready  to 
listen  when  the  opinion  of  an  eminently  successful 
church  is  expressed,  or  when  its  detailed  projects  are 
heralded.     People  want  to  be  identified  with  a  "well- 


i66    HANDBOOK  OF  CHURCH  ADVERTISING 

known"  concern.     They  respond  to  the  authority  of 
success. 

If  ''Saint  Paul's"  is  a  synonym  for  community  serv- 
ice, "Saint  Paul's"  attitude  on  civic  and  social  ques- 
tions will  be  awaited  with  interest.  If  "Saint  Paul's" 
has  a  Christianity  that  radiates  good  will  to  all  men, 
anything  that  calls  attention  to  its  services  will  re- 
ceive respectful  consideration.  People  will  want  a 
share  in  its  achievements.  If  "Saint  Paul's"  is  known 
favorably  throughout  the  community,  its  influences 
cannot  be  confined  within  the  four  walls  of  a  church 
building.  For  leadership  is  spontaneously  recognized. 
"A  city  that  is  set  on  a  hill  cannot  be  hid."  In  re- 
ligious matters  people  are  particularly  dependent. 
The  church  that  strikes  a  positive  note,  that  puts 
itself  on  record  as  undertaking  a  worth-while  project, 
has  already  met  the  conditions  of  an  awakened  and 
favorable  attitude  on  the  part  of  a  larger  constituency. 

INCREASING   THE   REVENUE 

A  very  tangible,  but  by  no  means  the  most  important, 
evidence  of  the  efficacy  of  a  church's  advertising  is 
found  in  the  collection  plate.  That  advertising  does 
increase  the  church's  revenues  has  been  demonstrated 
repeatedly. 

The  Baptists  set  a  world's  record.— The  Northern 
Baptists  expended  more  money  for  display  advertising 
in  the  spring  of  1920  than  any  one  denomination  ever 
appropriated  before  for  newspaper  and  magazine  space 
in  one  year.  The  director  of  publicity,  Mr.  Lupton 
A.  Wilkinson,  declared:  "If  the  results  were  measured 
coldly  and  from  the  standpoint  of  money  alone,  that 
appropriation  would  rank  as  one  of  the  wisest  a  reHgious 
body  ever  made.     It  may  interest  advertising  men  to 


ADVERTISING  BUILDS  THE  CHURCH    167 

know  that  the  Baptist  campaign  set  a  new  world's 
record  for  per  capita  giving  in  a  money  *drive/  With 
a  total  constituency  of  1,475,000  members,  including 
minors,  the  Baptist  Board  of  Promotion,  with  returns 
incomplete,  has  pledges  totaling  $60,000,000  on  hand. 
A  little  of  this,  it  is  true,  comes  from  outside  the  ranks, 
but  that  excess  is  due  entirely  to  the  advertising  pro- 
gram." 

A  long  term  educative  effort. — When  George 
M.  Fowles  became  treasurer  of  the  Board  of  Foreign 
Missions  for  the  Methodist  Episcopal  Church  in  1913, 
he  was  much  impressed  with  the  value  of  the  annuity 
plan  of  the  church  and  concluded  that  the  reason  more 
money  was  not  received  on  that  plan  was  because  so 
few  people  understood  its  merit.  He  inaugurated  a 
systematic  program  of  advertising  which  has  been  con- 
tinued through  seven  years.  The  year  before  the 
campaign  started  the  amount  of  annuity  bonds  written 
was  $48,775.  The  amounts  written  during  the  succeed- 
ing years  are  as  follows: 

1914 $  88,142.00 

191S 94,531-84 

1916 136,110.00 

1917 387,683.00 

1918 230,928.12 

1919 712,264.00 

Of  this  result,  Mr.  Fowles  said,  in  speaking  to  the 
Church  Department  of  the  Associated  Advertising 
Clubs  of  the  World:  "While  the  results  have  not  been 
entirely  due  to  advertising,  it  must  be  admitted  that 
advertising  played  a  very  important  part.  Chief 
among  the  influences  at  work  must  be  placed  the  pub- 
Hcity  given  to  this  annuity  form  of  giving  in  the  secular 
and  religious  papers." 


FIRST  BAPTIST  CHURCH  3^  OAK  PARK 
^ZSOyOOO  Bui/dingr Fund  Cetmpei(grit 


PECEMPER-  20 


A  Message  to  Our  Neiihbor  CStUtns 


S.^"3-Kiij;iu-."iris-   5rS& 


JANUARY  3 


Linng  up  to  a  great  challenge 


UtrSt.  lifrh. 


DECEMBER.   2-7 


A  Reply  to  Oak  Leaves  Editorial 


sii^s 


"^^g^ 


VJANUARV      lO 


Grd  up  your  loins-Produce 

TODAY        - 

JANUARY   17 


JAe  Determining  Day 


IfieSoniUnl  ore 


Flml  -RD>ra.!.lJ| 


JANUARY  -m 


'—' 

^rdgres's  to  date 

THE  FIRST  BAITTSt'cHURCH 
■ntC)^t<MJ-f2S0.00O^ 

n.Om,p^gnK^-fm.om 

T*.  »««r   1*.  g-vi.g—lk.  b„<„  Ik,  t.,IJ,.g 

RE 3ULT .'^30,000   Oversubscribed 

(A  BCries  of  open  letters  to  the  public  gathered  in  poster  form.     Original  size, 
28^x3314  inches.^ 

168 


ADVERTISING  BUILDS  THE  CHURCH    169 

An  intensive  drive. — Of  the  Methodist  Centenary 
campaign,  Mr.  Fowles  further  said:  'The  proposition 
was  to  raise  $105,000,000  within  a  five-year  period. 
Although  the  figures  submitted  at  first  seemed  stag- 
gering, they  were  gradually  accepted  as  within  reach 
of  the  church.  The  plan  was  to  spend  at  least  one 
year  in  getting  before  the  church  conditions  at  home 
and  abroad  and  in  laying  plans  for  a  five-year  program. 
When  the  time  came  for  the  financial  drive,  the  entire 
church  knew  of  the  program,  and  although  the  figures 
submitted  at  first  seemed  utterly  beyond  realization, 
they  were  gradually  accepted  as  within  the  range  of 
possibility.  The  actual  subscriptions  reported  amounted 
to  $115,000,000.  We  do  not  believe  this  result  could 
have  been  achieved  without  wide  publicity." 

These  figures  suggest  the  ability  of  advertising  to 
pay  for  itself.  They  represent  advertising  of  both  the 
educational  and  the  intensive  campaign  type.  In  the 
local  church  the  financial  results  are  even  more  direct. 
Several  churches  have  demonstrated  the  fact  that 
advertising  can  increase  the  Sunday  evening  collection 
so  as  to  cover  all  advertising  appropriations. 

''One  pastor  reports  that  the  $25  a  week  spent  for 
advertising  by  his  church  brings  in  $100  in  loose  col- 
lections which  do  not  include  regular  contributions. 
Another  pastor  says  that  he  spent  $60  one  month  in 
advertising  for  a  special  purpose,  and  the  church  re- 
ceived $400  in  returns.  Another  church,  through  ad- 
vertising, succeeded  in  raising  its  membership  from 
500  to  1,800,  removed  a  debt  of  more  than  $20,000, 
brought  in  $70,000  for  debts,  improvements  and  endow- 
ment, and  established  a  yearly  budget  of  more  than 
$3o,ooo."2 

2  Dr.  Christian  F.  Reisner. 


FIRST  BAPTIST  CHURCH  5^  OAK  PARK 

Cc^mpaign  /or  ISO  New  Mehibers  by  Faster 


APRIL  3 


APRIL.  17 


a^rr^SfftSa 


5SL.s?iL^js:rt^ 


APRIL    10 


VHAT  MEMBBUKff  W  THE  Pnvyr  EAFIBfr 

cHiaoi  OP  QAi  pam:  ofpem 

.1-^ 

m 

^"ik_' 

^3^^^^" 

APRIL  2.-9 


ri"s-s?^j^n^"" 


RESULT :-  A5^y  New  Members  were  secured 

(Showing  forms  of  makeup  for  a  series  of  related  advertisements.    Original  size  28X32X  inches.) 


170 


ADVERTISING  BUILDS  THE  CHURCH    171 

MULTIPLYING  THE   POINTS   OF   CONTACT 

But  the  church  does  not  exist  to  make  money,  and 
if  that  were  all  advertising  did  for  it,  there  could  be 
raised  argument  against  its  adoption.  One  of  the 
basic  reasons  for  the  church's  using  advertising  is  that 
it  multiplies  the  points  of  contact  with  the  people  of 
the  community  and  thus  increases  its  opportunity  for 
service. 

Increasing  church  attendance. — Professor  George 
Jackson,  dean  of  an  English  theological  school,  is  quoted 
by  Dr.  Christian  F.  Reisner  as  saying,  ''Christ's  miracles 
were  only  a  bell  tolled  to  bring  people  to  hear  his  words." 
'Tn  Saint  Louis  recently  an  anonymous  patron  paid 
for  an  extensive  posting  of  Scripture  verses  in  street 
cars  and  on  billboards.  The  whole  city  felt  the  effect 
of  it.  Go-to-Church  Sundays  have  packed  auditoriums 
in  every  city  where  tried.  The  merchants  of  Bing- 
hamton.  New  York,  gave  their  advertising  space  to  the 
churches  on  one  Saturday,  and  the  next  day  the  attend- 
ance in  the  churches  of  that  city  was  increased  thirty 
per  cent.  One  business  man,  known  in  all  America, 
was  on  the  verge  of  self-destruction  when  a  strong 
church  advertisement  drew  him  into  a  service  where 
the  message  brought  courage  and  peace  and  saved 
him  for  a  great  career."^ 

Capturing  the  community. — When  the  church  at 
Benton  Harbor,  Michigan,  of  which  the  Rev.  C.  Jefferson 
McCombe  was  pastor,  was  burned  in  January,  1919, 
the  members  immediately  laid  plans  for  the  building 
of  a  ''Peace  Temple."  An  extensive  and  comprehensive 
publicity  campaign  was  undertaken,  including  the 
hiring  of  a  special  reporter  for  the  press.     Editorials 

» Dr.  Christian  F.  Reisner. 


•  NEW  CHURCH 
■      MOVIE 

■We  can -We  will 

■  J>M-t  No.  Z 

1 

December  14, 
Neui  Church 
Committee    accepts 
publicity  recojnpieiidatioi; 
to    make    public   the 
B  I  resolution,  setting  aside 

S  \  week   of  January  12*" 

m  \  for  tru?  purpose  of  laifinoy 

A^ZSO.OOO  BuiUtn^ 
fund. 


^- NEW  CHURCH 
MOVIE 

We  can -Wc -will 

^arf  No.  2 


wreck,    of 

xfanxiKury  12*  to  I7- 

X)<ay  cirxcl  Evening' 

Public  Mcetin^gv?. 

[January  16^- compliine'jiary 

1  dinner  ^iven  by  the  TieuJ 

^ChurJi  G>iiimiujec  io 

members  and  friends^ 

Kesult-:*i25.ooo 


(Original  poster  forms  continuous  strip  of  "film.' 
reproduction  for  sake  of  clearness.) 

172 


The  heading  is  repeated  on  second  half  of 


ADVERTISING  BUILDS  THE  CHURCH    173 

were  written  commending  the  project.  Eight  days 
had  been  assigned  for  the  raising  of  the  amount  needed, 
$100,000.  In  less  than  five  days  the  quota  was  over- 
subscribed. Of  this  achievement  Dr.  McCombe  said, 
''We  believe  this  would  have  been  utterly  impossible 
in  the  absence  of  an  intensive  and  extensive  publicity 
campaign,  which  not  only  sold  the  church  temporarily 
to  the  town  for  the  purpose  of  obtaining  from  Jew  and 
Gentile,  Protestant  and  Catholic,  colored  and  white, 
saint  and  sinnei,  the  amount  necessary  for  its  erection, 
but  incidentally  through  their  investment,  we  have 
secured  their  permanent  interest,  and  the  whole  county 
became  familiar  with  the  plans  and  purposes  of  the 
new  Temple."  Where  the  people's  treasure  is,  there 
will  their  heart  be  also. 

In  demonstrating  how  advertising  builds  the  church 
it  is  very  easy  for  the  advertiser  to  lay  the  emphasis 
upon  those  features  which  are  quite  apart  from  the 
real  mission  of  the  church.  It  is  to  be  borne  in  mind 
constantly  that  any  attempt  to  estimxate  the  value 
of  church  advertising  solely  on  its  material  returns 
is  misleading.  A  true  test  of  the  efficacy  of  church 
advertising  cannot  be  made  without  considering  the 
ultimate  goal  of  the  church  itself.  The  more  immediate 
returns  suggested  in  this  chapter  are  all  necessary  and 
vital  benefits  which  should  be  sought  for,  but  the  final 
test  is  determining  the  degree  to  which  the  adver- 
tising helps  the  church  to  achieve  its  real  mission — 
to  do  its  essential  work. 


XII 
THE  GOAL  OF  CHURCH  ADVERTISING 

The  Message  Supreme 

Advertising  is  an  aid  to,  not  a  substitute  for  religion 

The  Strategic  Position  of  the  Church 
The  rural  church 
The  city  church 

The  Tasks  of  the  New  Day 
An  intensified  appeal 
A  day  of  innovations 

The  Church  Aggressive  and  Resourceful 
Fields  white  unto  harvest 

Advertising  an  evidence  of  spiritual  hardihood  and 
vision 


XII 
THE  GOAL  OF  CHURCH  ADVERTISING 

The  goal  of  church  advertising  is  not  the  church. 
It  is  not  the  building  of  any  temporary  structure.  It 
is  not  the  making  of  a  name  for  anyone  who  in  the 
role  of  pastor  is  guiding  the  spiritual  lives  of  a  church 
group.  The  goal  of  church  advertising  is  identical 
with  the  goal  of  the  church.  All  advertising  must 
stand  this  supreme  test. 

One  of  the  speakers^  at  the  Indianapolis  Convention 
called  attention  to  an  editorial  which  appeared  in  The 
Continent  in  March,  1920.  In  part  it  said:  "There 
has  been  manifest  during  late  years  in  many  places 
a  good  deal  of  craze  about  religious  publicity,  but  much 
of  the  talk  that  one  heard  and  the  writing  that  one 
read  on  the  subject  exposed  a  very  low  conception  of 
the  purpose  to  be  aimed  at  through  this  means.  It 
has  seemed,  indeed,  to  associate  itself  with  that  whole 
misthinking  notion  that  curses  the  church  everywhere: 
that  the  church  exists  to  make  a  success  in  the  world 
— that  is,  a  success  in  fame,  numbers,  and  wealth.  .  .  . 
For  this  purpose  they  want  not  a  publicity  man,  though 
they  wish  to  call  him  such,  but  they  want  a  plain  press- 
agent." 

THE  MESSAGE    SUPREME 

We  need  to  remind  ourselves  over  and  over  again, 
and  in  as  many  ways  as  possible,  that  church  adver- 
tising is  an  aid  to,  not  a  substitute  for,  reHgion.  Mr. 
Lupton   A.   Wilkinson,    who   was   quoted   in   the   last 

iThe  Rev.  Charles  D.  Alden,  D.D.,  pastor  of  the  First  Universahst  Church, 
Columbus. 

177 


1 78    HANDBOOK  OF  CHURCH  ADVERTISING 

chapter  as  to  the  efficacy  of  publicity  for  raising  money 
for  church  purposes,  declares:  ''The  future  of  church 
advertising,  and  the  vital  need  of  the  church  for  its 
increase,  lies,  however,  far  removed  from  the  financial 
campaign.  Only  lack  of  constructive  effort  on  the 
part  of  the  advertising  profession  can  delay  the  day 
when  religion  will  tell  its  story  from  the  educational 
and  inspirational  standpoint,  from  month  to  month 
and  week  to  week,  in  the  great  organs  of  written  sales- 
manship. A  campaign  of  common-sense  sermonizing 
in  the  press,  on  a  scale  surpassing  any  industrial  dis- 
play campaign,  is  certainly  within  the  range  of  events 
which  the  advertising  man  can  bring  to  pass. 

'Tt  is  the  glory  of  the  church  that  the  argument 
of  efficiency  alone  will  never  convert  the  church  whole- 
heartedly to  advertising  as  a  major  tool.  The  question 
which  I  have  had  constantly  to  face  in  the  develop- 
ment of  the  advertising  idea  among  Baptists  is:  Ts 
it  biblical?  Does  it  follow  the  basic  principles  of  the 
New  Testament,  or  is  it  some  material  substitute  for 
the  proper  way  of  advancing  the  kingdom  of  Christ?' 

"This  attitude  is  a  problem  the  advertising  man 
must  face.  If  industry  had  to  be  sold,  painstakingly 
and  with  infinite  skill,  the  realization  of  the  full  value 
of  advertising,  is  it  not  natural  that  the  church,  which 
feels  it  has  a  sacred  trust,  should  demand  that  it  be 
shown  in  the  matter  of  ultimate  spiritual  gain? 

"That  which  is  most  Hkely  to  hold  back  the  progress 
of  church  advertising  is  the  attitude  that  religion  and 
religious  leaders  are  out-of-date  and  that  advertising 
is  the  summum  honum  which  will  save  the  church. 
If  a  man  holds  to  those  beliefs,  he  should,  in  justice 
to  himself,  his  profession,  and  the  church,  devote  his 
energy  to  some  other  section  of  the  advertising  field. 


GOAL  OF  CHURCH  ADVERTISING        179 

"For  the  church  has  the  divine  fire  within  it.  It  is 
the  highest  expression  of  the  idealistic  impulse  in  man, 
the  spirit  of  aspiration  that  distinguishes  him  from  the 
lower  orders.  Advertising  must,  to  achieve  full  fellow- 
ship, come  to  the  church,  not  with  a  boast  to  improve, 
but  with  a  sincere  and  humble  desire  to  be  of  service. 
Advertising  owes  the  church  far  more  than  the  church 
will  ever  owe  advertising,  and  if  you  are  skeptical 
enough  to  doubt  that,  note  for  a  while  how  consistently 
the  unselfish  ideal  set  forth  in  the  Sermon  on  the  Mount 
illuminates  the  higher  levels  of  industrial  display  copy." 

THE   STRATEGIC  POSITION   OF   THE   CHURCH 

In  making  advertising  an  ally  of  the  church  we  are 
uniting  one  of  the  most  powerful  agencies  for  dissem- 
inating truth  with  the  greatest  institution  representing 
truth  that  the  world  knows.  Here  indeed  is  message 
and  carrier  united. 

The  rural  church. — In  discussing  the  strategic  posi- 
tion of  the  rural  church  before  the  Church  Depart- 
ment at  Indianapolis,  the  Hon.  Edwin  T.  Meredith, 
secretary  of  agriculture,  told  of  the  study  made  by 
the  Office  of  Farm  Management  of  the  Department 
of  Agriculture.  The  community  about  Belleville,  New 
York,  is  found,  in  the  past  forty-five  years,  to  have 
contributed  to  the  other  parts  of  the  nation  a  total 
of  two  hundred  and  seven  young  people  to  points 
outside  New  York  State,  and  approximately  two  hun- 
dred and  fifty  to  points  within  the  State,  but  outside 
the  home  county! 

Then  said  Mr.  Meredith:  "Here  is  the  point  I  wish 
to  emphasize:  Aside  from  the  schools,  the  institutions 
in  this  little  community  that  gave  form  and  character 
to  these  four  hundred  and  fifty-seven  lives  were  two 


i8o    HANDBOOK  OF  CHURCH  ADVERTISING 

country  churches.  .  .  .  Foremost  among  the  institutions 
in  the  rural  community  is  the  rural  church. 

"We  recognize  the  importance  of  guarding  the  purity 
of  a  spring;  we  do  everything  possible  to  protect  the 
sources  of  a  community's  water  supply,  but  are  we 
doing  enough  to  make  pure  and  strong  the  moral  forces 
in  rural  communities  from  which  flow  these  Hving 
streams  that  enrich  even  the  remotest  parts  of  the 
nation?  Who  can  measure  the  vital  part  of  these  typi- 
cal country  churches?  Nowadays  we  know  enough 
of  psychology  to  realize  that  the  most  lasting  influences 
in  life  are  those  exerted  before  the  completion  of  the 
adolescent  period.  The  young  people  who  went  forth 
from  Belleville  were  what  Belleville  homes,  Belleville 
churches,  and  Belleville  schools  made  them.  Do  you 
v/onder  that  I  urge  the  importance  of  the  rural  church, 
particularly  when  we  remember  that  the  history  of 
Belleville  is  multipHed  hundreds,  if  not  thousands,  of 
times  in  this  country?" 

The  further  point  which  this  study  revealed  makes 
the  case  complete.  'These  maps  show  that  in  the 
past  generation  the  migration  has  been  very  largely 
to  the  great  cities.  If  we  can  make  adequate  provision 
for  the  moral  and  rehgious  life  of  our  rural  commu- 
nities, we  shall  have  gone  a  long  way  toward  keep- 
ing pure  and  eternally  vigorous  the  Hfe  of  the  whole 
nation." 

The  city  church. — Neither  rural  nor  city  church  can 
escape  the  responsibiHty.  The  one,  in  the  heart  of  the 
country,  must  guard  the  purity  and  integrity  of  this 
important  source  of  the  nation's  ideals.  The  other, 
in  the  heart  of  the  congested  city  districts,  must  con- 
serve the  work  of  the  rural  church  under  heavy  handi- 
caps; it  also  must  build  religion  into  the  lives  of  sue- 


VOUR  WORLD  MARKET 

Population  /,6W,000,000 


1,000,000,000 

KeAthen 

Destructive 
Civilization 


6^0,000,000 


? 


and 


Prog. 


ress 


59"^ 


61'^ 


QlRlSTlANlTY  MAKES  PEOPLE 
HEALTHY  HAPP\'  &.  PROSPEROUS 


181 


i82    HANDBOOK  OF  CHURCH  ADVERTISING 

ceeding  generations  of  city-born  and  city-bred  children. 
It  must  pass  on  its  message  to  those  new  Americans 
who  come  from  other  lands.  Both  churches,  rural  and 
city,  must  discharge  their  permanent  responsibility  for 
all  who  come  within  their  reach. 

In  coming  as  an  ally  of  an  institution  with  so  great 
a  charge,  and  occupying  so  important  a  position,  ad- 
vertising should  develop  its  best  forms.  In  such  a 
position  of  trust,  the  church  has  a  responsibiHty  to  use 
the  most  efficient  instruments  of  carrying  its  message 
that  the  modern  world  affords. 

THE   TASKS   OF   THE   NEW  DAY 

In  the  swift  reshaping  of  institutions  and  practices 
following  the  world  war,  there  is  no  time  for  the  church 
to  consult  its  injured  feelings  if  some  of  its  traditions 
or  customs  seem  overthrown  and  rendered  obsolete. 
It  can  afford  to  surrender  verbiage  in  the  interest  of 
living  truth.  While  society  is  again  crystallizing  about 
new  ideals  and  adopting  new  standards,  the  Church 
of  Christ  has  an  unprecedented  opportunity  to  present 
its  case. 

^'New  York  city,  having  considered  a  $20,000,000 
Inter-Church  quota  for  a  year  as  a  staggering  proposi- 
tion, is  revealed  by  the  Income  Tax  Collector's  report 
to  have  sj)ent  in  excess  of  $100,000,000  during  each 
month  in  the  spring  of  1920  for  taxable  luxuries. 

''Surely,  the  church  would  be  the  last  institution 
to  maintain  that  these  contrasting  figures  are  due  to 
any  inherent  insensitiveness  on  the  part  of  mankind 
toward  appeals  to  the  higher  instincts.  The  basic 
theory  on  which  the  church  has  advanced  is  the  belief 
that  the  tendency  toward  religion  is  inborn  in  all  of  us. 
Even  the  great  atheists,   defiant  in  their  blasphemy, 


GOAL  OF  CHURCH  ADVERTISING        183 

admitted  freely  that  the  desire  to  worship  and  the 
impulse  toward  spirituaHty  are  implanted  in  every 
human  breast. 

''The  church  has  come  to  the  point  where  it  must 
ask  itself,  not  the  boy  in  Sunday  school  nor  the  business 
man  in  his  office,  why  other  institutions  and  other 
influences  have  more  hold  on  the  daily  life  of  millions, 
even  of  millions  who  rate  themselves  Christians,  than 
the  church  itself?"^ 

The  present-day  conditions  force  upon  the  church 
consideration  of  the  need  of  a  more  intensified  appeal. 
Concerning  the  intrinsic  value  of  the  Christian  message 
there  can  be  no  doubt.  The  human  heart  does  respond 
when  the  full,  true  story  of  the  Son  of  man  is  adequately 
presented  to  it.  The  problem  lies  in  the  method  of 
presentation.  Competitors  are  numerous,  attractive, 
persistent.  The  spoken  word  should  be  supplemented 
by  the  written  page  and  by  various  kinds  of  pictures. 
Ancient  methods  of  spreading  the  gospel  must  be  tested 
for  present-day  practicability.  Let  us  match  problem 
with  solution;  twentieth-century  weapons  for  twentieth- 
century  wrongs. 

A  day  of  innovations. — The  sober  mind  of  the  world 
is  asserting  itself  again  after  the  heated  frenzy  of  war. 
But  the  memory  of  war  and  of  the  unreaHties  which 
it  ground  to  powder  remains  as  an  influential  factor  in 
the  thinking  of  the  new  day.  Sincerity  and  honest 
frankness  are  virtues  that  are  rated  more  highly  than 
ever  before.  It  is  more  difficult  for  shams  to  survive. 
The  church  v/ifl  not  escape  this  pragmatic  searching 
because  of  any  alleged  divine  right  of  existence.  The 
iconoclastic  spirit  of  the  age  is  demanding  merit  as 
the   sole   test  for  survival.     If   the   church  grasps   at 

»  Mr.  Lupton  A.  Wilkinson. 


i84    HANDBOOK  OF  CHURCH  ADVERTISING 

advertising  as  a  saving  straw  without  regard  to  its 
own  character,  it  will  indeed  prove  a  feeble  support; 
but  if  it  looks  upon  advertising  as  an  ally  for  the  ad- 
vancement of  Christ's  kingdom,  tremendous  chapters 
of  progress  will  be  recorded.  The  goal  of  church  adver- 
tising is  not  the  preservation  of  the  institution  as  such, 
but  the  extension  of  its  service,  the  accompHshment 
of  its  mission. 

''Too  much  of  our  church  advertising  is  frankly 
selfish  in  its  aim,  and  the  man  of  the  street  knows  it. 
To  convey  the  impression  that  the  aim  behind  your 
advertising  is  to  get  people  to  join  YOUR  church  will 
in  the  end  defeat  itself.  The  church  is  an  altruistic 
institution,  and  however  efficient  it  justly  and  rightly 
strives  to  be  in  a  business  way,  this  is  a  means  and 
not  an  end.  The  best  church  advertising,  therefore, 
is  that  which  is  not  aimed  at  results  in  the  form  of 
filled  pews  and  large  collections,  but  which  seeks  to 
meet  the  hunger  and  need  of  men. 

"Paradoxical  as  it  may  seem,  this  is  the  kind  that 
will  pay,  though  the  feature  of  gain  should  not  be 
the  end.  The  ideals  for  which  our  church  stands  are 
needed  by  the  community.  We  advertise  those  ideals 
because  we  sense  this  need,  leaving  the  immediate 
results  to  take  care  of  themselves.  We  beHeve  that  if 
our  ideals  reach  the  community  irrespective  of  the  growth 
of  any  particular  communion,  we  are  rendering  the 
community  effective  service. 

"The  objection  will  be  raised  that  we  are  mixing 
faith  with  business,  and  that  they  won't  mix.  Too 
long  has  the  world  labored  under  this  delusion.  They 
must  mix  if  civilization  is  to  endure.  All  permanently 
successful  business  is  built  upon  two  principles:  first, 
Faith  in  the  best  in  human  nature;  second,  Service  to 


GOAL  OF  CHURCH  ADVERTISING        185 

mankind."^     If  that  be  true  for  an  ordinary  business, 
why  is  it  not  for  the  church? 

THE  CHURCH  AGGRESSIVE  AND  RESOURCEFUL 

Roger  Babson,  the  business  statistician,  says,  '^The 
need  of  the  hour  is  not  more  legislation;  the  need  of 
the  hour  is  more  religion."  Similar  opinions  may  be 
gathered  from  scores  of  authorities  in  widely  distributed 
fields  of  endeavor.  But  side  by  side  with  them  may 
be  placed  as  many  charges  by  careful  students  that  the 
church  is  finding  it  difficult  to  make  the  readjustments 
demanded  by  the  new  situation.  Of  one  thing  we  may 
be  sure:  the  world  never  abolishes  an  indispensable  in- 
stitution. Institutions  are  indispensable  to  society  so 
long  as  they  make  a  definite  contribution  to  human 
welfare.  The  most  superficial  survey  of  the  world's 
present  conditions  reveals  the  limitless  need  for  those 
virtues  and  those  ideals  for  which  the  church  stands.  It 
is  largely  through  the  ministry  of  this  venerable  institu- 
tion that  the  much  needed  increase  in  religion  will  come. 

Fields  white  unto  harvest. — With  nerves  worn  by 
disappointment,  hearts  made  sick  by  following  blind 
trails,  and  patience  exhausted  by  the  alarms  of  false 
prophets,  the  world  turns  its  attention  more  and  more 
to  the  time-tested  spiritual  realities.  It  is  not  for 
the  church  to  berate  the  world.  It  is,  rather,  for  the 
church  seriously  to  search  itself  to  be  sure  that  it  has 
pure  motives,  an  unchallengeable  desire  to  serve,  a 
courage  that  is  heaven-born,  and  an  intelligent  pro- 
gram for  service.  Then  it  may  approach  the  world, 
using  the  most  effective  methods  of  pubhcity  known, 
and  offer  its  message,  being  confident  that  its  ministry 
will  be  gladly  accepted. 

3  Dr.  Horace  Westwood. 


i86    HANDBOOK  OF  CHURCH  ADVERTISING 

Advertising  an  evidence  of  spiritual  hardihood 
and  vision. — The  church  that  holds  clearly  before  it  the 
supreme  goal  of  its  endeavor  is  in  a  position  to  acquire 
good  judgment  with  reference  to  both  materials  for 
and  methods  of  advertising.  Having  once  set  its  mind 
to  accomplish  its  divinely  accredited  mission,  the 
power  of  initiative  descends  upon  it.  Resourcefulness 
is  developed.  Greater  freedom  of  action  is  inevitable. 
Enthusiasm,  courage,  and  self-forgetfulness  follow  in- 
evitably. 

Under  such  conditions  advertising  is  inevitable. 
It  reveals  the  church's  determination  to  win  souls  for 
God.  It  means  the  waging  of  an  aggressive  warfare. 
The  challenge  of  competitors  is  readily  accepted.  Con- 
fident of  ultimate  success,  it  attacks  the  strongholds  of 
evil. 

Advertising  is  a  weapon  of  the  church  miUtant. 
When  properly  made  use  of  it  suggests  the  presence 
of  missionary  zeal.  It  is  not  the  method  of  shameless 
self-exaltation  or  of  wanton  intrusion  into  the  shop 
and  market  place.  It  is,  rather,  the  method  of  the 
one  in  the  parable  of  our  Lord  who  went  out  into  the 
highways  and  hedges  and  compelled  others  to  come  in. 
The  boldness  of  Peter  on  the  day  of  Pentecost  is  not 
unlike  the  spirit  of  the  modern  church  that  has  set 
its  heart  upon  a  campaign  of  witnessing  to  the  truth 
of  which  it  is  the  custodian. 

Paul  met  the  people  of  Athens  and  Corinth,  of  Ephesus 
and  Philippi,  more  than  half  way.  He  took  the  initi- 
ative in  calling  their  attention  to  the  Good  News,  the 
Gospel.  In  the  parable  of  the  sower,  the  seed  was 
scattered  liberally — we  might  almost  say  as  recklessly — 
as  are  handbills,  to-day.  Some  fall  upon  stony  ground. 
But  some  take  root  and  yield  abundant  returns. 


Princeton  Theological  Seminary  Libraries 


1    1012  01233  7954 


Date  Due 

..^  1  S  "jt 

"^-              r-; 

i  .  i  w  L.. :,.  :  i 

Mr2-?'f;S 

MR2  7'R:^ 

MAR  t  -  -i 

■" 

» 

*-*^""'""' 

(ft^tf^^^JMSt 

V^' 

f 

